ANALISIS ANTESEDEN TERHADAP KEPERCAYAAN MEREK DAN PENGARUHNYA PADA KESETIAAN MEREK

Ananda, Kurnia (Adv.: Bayu Sutikno, M.S.M., Ph.D.), Bayu Sutikno, M.S.M., Ph.D.

2013 | Skripsi | S1 Management

Penelitian ini bertujuan untuk meneliti pengaruh brand predictability, brand liking, brand competence, brand reputation, trust in the company terhadap trust in brand dan pengaruh trust in brand terhadap brand loyalty pada pengguna sepeda motor merek Suzuki di kota Yogyakarta.

Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan data dikumpulkan dari responden yang memiliki sepeda motor merek suzuki dan berdomisili di kawasan Yogyakarta. Alat yang digunakan dalam mengumpulkan data dengan menggunakan kuesioner dengan jumlah responden sebanyak 191 orang. Data dalam penelitian diolah menggunakan uji regresi sederhana dan berganda. Berdasarkan uji regresi yang telah dilakukan, penelitian ini menunjukkan bahwa brand predictability, brand liking, brand competence, brand reputation memiliki hubungan positif terhadap trust in brand namun trust in the company tidak memiliki hubungan positif terhadap trust in brand, dan hubungan antara trust in brand terhadap brand loyalty memiliki hubungan positif.

This study aims to examine the influence of brand predictability, brand liking, brand competence, brand reputation, trust in the company towards trust in brand and the influence of trust in brand towards brand loyalty of Suzuki motorcycle user in Yogyakarta city.

This study uses aquntitative approach with survey method and data collected from respondents who have Suzuki motorcycle and dimiciled in Yogyakarta city. The instrumnet used to collect data is a questionnaire with 191 respondents.

The data were analyzed using simple and multiple regression. Based on regression test have benn conducted, this study shows that brand predictability, brand liking, brand competence, and brand reputation positively affect trust in brand, but trut in the company has no positively affecton trust in brand, and trust in brand also has posisitive effect on brand loyalty.

Kata Kunci : Brand predictability, Brand liking, Brand competence, Brand reputation, Trust in the company, Trust in brand dan Brand loyalty