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PENGARUH BRAND IMAGE, BRAND TRUST, BRAND AWARENESS DAN PRODUCT QUALITY TERHADAP BRAND LOYALTY SARI ROTI (Studi Pada Konsumen Sari Roti Mahasiswa Universitas Islam Malang)

Jurnal Ilmiah Riset Manajemen

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Title PENGARUH BRAND IMAGE, BRAND TRUST, BRAND AWARENESS DAN PRODUCT QUALITY TERHADAP BRAND LOYALTY SARI ROTI (Studi Pada Konsumen Sari Roti Mahasiswa Universitas Islam Malang)
 
Creator Ristanti, Desi
Arifin, Rois
Hufron, M.
 
Description ABSTRACTThis study aims to examine and analyze the influence of brand image, brand trust, brand awareness and product quality on Sari Roti brand loyalty both partially and jointly. The population and samples are consumers of Sari Roti Malang Islamic University Students totaling 99 people. Data collection through questionnaires. Data analysis in this study used SPSS version 16. The sampling technique in this study used purposive sampling technique and data testing techniques used in this study include validity test, reliability test, classic assumption test, multiple linear regression analysis, hypothesis testing and coefficient research determination.The results of the analysis show that (1) the brand image variable is tested partially by using the t test to produce a value of t count of 0.386 the significance rate is 0.05. Based on these results indicate that the brand image variable has no significant positive effect on brand loyalty. (2) the brand trust variable is tested partially by using the t test to produce a value of t count equal to 3.038> t table 1.985 and a significance value of 0.003 the significance rate of 0.05. Based on these results indicate that variable brand awareness has a positive and not significant effect on brand loyalty. (4) the product quality variable is tested partially by using the t test to produce a value of t count of 3.792> t table in 1985 and a significance value of 0.000
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2019-02-11
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/2324
 
Source Jurnal Ilmiah Riset Manajemen; e-Jrm Vol. 8. No. 9 Februari 2019
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/2324/2181
 
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