PENGARUH KEPERCAYAAN MEREK TERHADAP LOYALITAS KONSUMEN MINUMAN BERKARBONASI MEREK SPRITE STUDI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH PURWOKERTO

NGIMPRON, MUCH ALI (2012) PENGARUH KEPERCAYAAN MEREK TERHADAP LOYALITAS KONSUMEN MINUMAN BERKARBONASI MEREK SPRITE STUDI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH PURWOKERTO. Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This research aim to know the belief influence for brand measured with the brand reputation,brand interest, liking of brand oof brand fasting to brand loyalty and know the most dominant factor.This research represent the survey with the population studen of Muhammadiyah Univesity of Purwokerto becoming consumer of carbonation Beverage of sprite Brand and sample amount to 97 responder. Analyze data used the multiple linear analysis regression with the Ttest, Ftest and elasticity test Result of research indicate that the trust in a brand measured with the brand reputation, brand reputation, brand interest, brand liking, brand fasting have an significant effect to consumer loyalty carbonation Beverage Of sprite Brand . Pursuant to result Ftest obtained Fcalculate equal to 34,432 bigger thant F tables 2,471. By partial each variable of brand reputation, brand interest, liking of brand and brand satisfaction have an significant effect to consumer loyalty. Result of t test each variable equal to 3,513, 3,533, 3,772, and 4,666 bigger than t tables of 1,986. Variable of brand satisfaction have an effect on most dominant to consumer loyalties (E4 > E1, E2, and E3 or 0,363 > 0,246; 0,194 and 0,302).

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