Analisis Pengaruh Dimensi Pembentuk Brand Trust terhadap Brand Loyalty: studi pada kategori produk shampo

Rudiyanto, Adelia Artadiani, Naila Zulfa, S.E., M.A.

2008 | Skripsi | S1 Extention - Management

Dua dimensi pembentuk brand trust adalah: brand reliability dan brand intention. Penelitian ini memiliki tujuan untuk menganalisa dua dimensi tersebut terhadap brand loyalty. Brand loyalty merupakan variabel dependen dalam penelitian ini, dan dua variabel yang berfungsi sebagai variabel independen, yaitu brand reliability dan brand intention. Responden dalam penelitian ini adalah mahasiswa di Yogyakarta yang merupakan konsumen dari salah satu merek dalam kategori produk shampo, mereka diperoleh dengan menggunakan teknik purposive sampling sebanyak 100 orang. Data diperoleh melalui metode kuesioner. Pengujian validitas dan reliabilitas dilakukan untuk mendapatkan tingkat validitas dan reliabilitas data. Data dianalisa menggunakan regresi linier berganda. Hasil menunjukkan bahwa brand reliability dan brand intention secara bersama-sama memiliki pengaruh yang signifikan terhadap brand loyalty. Selain itu, hasil juga menunjukkan bahwa brand reliabilty dan brand intention secara parsial memiliki pengaruh yang signifikan pula terhadap brand loyalty. Kata Kunci: brand trust, brand reliability, brand intention, brand loyalty.

Two dimensions that form brand trust are: brand reliability and brand intention. This research aims to analyze the influence of those two dimensions towards brand loyalty. Brand loyalty functions as a dependent variable in this research, and there are two variables functioning as independent variables, those are the brand reliability and brand intention. The respondents in this research are university students in Yogyakarta who are the consumers of one of the brand in the shampoo product-category, which are acquired by using purposive sampling technique with the total amount of 100 people. Data was collected through questionnaire method. Validity and reliability testing were conducted in order to figure out the validity rate and data reliability. Data was analyzed using multiple regression. The result indicates that brand reliability and brand intention has a significant influence towards brand loyalty simultaneously. It also indicates that brand reliability and brand intention has a significant influence towards brand loyalty partially. Keywords: brand trust, brand reliability, brand intention, brand loyalty.

Kata Kunci : Brand Trust; Brand Royalty; Merek; Pemasaran