Analisis Faktor-faktor yang Berpengaruh pada Brand Loyality: Studi pada Telepon Genggam Blackberry di Yogyakarta

Muhammad Alif Kusuma (Adv.: Prof. Dr. Basu Swastha Dharmesta, M.B.A), Prof. Dr. Basu Swastha Dharmesta, M.B.A

2016 | Skripsi | S1 Management

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang berpengaruh pada trust in brand serta perngaruh trust in brand pada brand loyalty telepon genggam Blackberry di Yogyakarta.

Metode sampling yang digunakan adalah non-probability sampling dengan teknik purposive sampling. Metode pengumpulan data primer dengan kuesioner. Data primer yang digunakan dalam penelitian ini berjumlah 200 responden yang pernah dan masih menggunakan handphone merek Blackberry dengan menggunakan kuisioner.

Alat analisis yang digunakan adalah metode analisis regresi berganda untuk melihat pengaruh brand predictability, brand liking, brand competence, brand reputation, dan trust in the company pada trust in a brand dan metode analisis regresi sederhana untuk melihat pengaruh trust in a brand pada brand loyalty.

Hasil penelitian menunjukkan adanya pengaruh positif brand liking, brand competence, brand predictability, brand reputation, dan trust in the company pada trust in a brand dan pengaruh positif trust in a brand pada brand loyalty.

This study aimed to examine the effect of the determining factors of trust in the brand and the effect of trust in the brand to brand loyalty Blackberry mobile phone in Yogyakarta.

The sampling method used is a non-probability sampling by purposive sampling technique. Methods of collecting primary data by questionnaire. The primary data used in this study were 200 respondents who ever and still use mobile phone blackberry brand.

The analytical tool used is multiple regression analysis to see the effect of brand predictability, brand liking, brand competence, brand reputation, and trust in the company on trust in a brand and a method of simple regression analysis to see the effect of trust in a brand on brand loyalty.

The results show the positive influence of brand liking, brand competence, brand predictability, brand reputation, and trust in the company on trust in a brand and a positive influence trust in a brand on brand loyalty.

Kata Kunci : predictability brand, brand liking, brand competence, brand reputation, trust in the company, trust in a brand, brand loyalty, mobile phones.