PENGARUH FAKTOR SOSIAL DAN CITRA MEREK TERHADAP LOYALITAS MELALUI KEPERCAYAAN MEREK SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan Elzatta Hijab Di Wilayah Purwokerto)

Ahmad, Ardiansyah (2020) PENGARUH FAKTOR SOSIAL DAN CITRA MEREK TERHADAP LOYALITAS MELALUI KEPERCAYAAN MEREK SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan Elzatta Hijab Di Wilayah Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This study aims to determine the effect of social factors and brand image on loyalty through brand trust as an intervening variable Study on Elzatta Hijab customers in the Purwokerto region. This type of research is quantitative research. Sampling in this study used a purposive sampling method with a total sample of 110 people. Data analysis techniques used were validity test, reliability test, classic assumption test, multiple linear regression analysis test, coefficient of determination test, F-test, t-test and sobel test. Based on the results of the study showed that social factors, brand image significantly influence brand trust in Elzatta hijab customers in Purwokerto. Social factors, brand image and trust significantly influence customer loyalty in Elzatta hijab in Purwokerto. Social factors have a significant effect on Elzatta hijab customer loyalty in Purwokerto through brand trust as an intervening variable. Brand image has a significant effect on Elzatta hijab customer loyalty in Purwokerto through brand trust as an intervening variable.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: Social Factors, Brand Image, Trust, Customer Loyalty.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User: Indra Himawan
Date Deposited: 09 Aug 2022 06:09
Last Modified: 09 Aug 2022 06:09
URI: http://repository.ump.ac.id/id/eprint/13452

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