Pengaruh Brand Image, Brand Awareness, dan Brand Trust terhadap Brand Loyalty Pelanggan
Abstract
Tujuan dari penelitian ini untuk mengetahui pengaruh brand image, brand awareness, dan brand trust terhadap brand loyalty pelanggan, studi kasus pada pengguna produk kecantikan Viva Cosmetics di Semarang. Penelitian ini menggunakan teknik pengambilan sampel metode purposive sampling dengan kriteria orang yang membeli dan menggunakan produk kecantikan Viva Cosmetics di Semarang. Jumlah responden yang ditentukan dalam penelitian ini sebanyak 95 orang. Dengan dibantu program statistika SPSS versi 16.0 dapat mengetahui hubungan antar variabel menggunakan analisis regresi linier berganda. Hasil yang diperoleh dari penelitian ini menunjukkan bahwa secara bersamaan variabel brand image, brand awareness, dan brand trust berpengaruh secara positif dan signifikan terhadap brand loyalty pelanggan.
Kata Kunci: Brand Image, Brand Awareness, Brand Trust, Brand Loyalty.
Abstract
The purpose of this study was to determine the effect of brand image, brand awareness, and brand trust on customer brand loyalty, a case study on users of Viva Cosmetics beauty products in Semarang. This study uses a purposive sampling method with the criteria of people who buy and use Viva Cosmetics beauty products in Semarang. The number of respondents determined in this study were 95 people. With the help of the SPSS statistical program version 16.0, it is possible to determine the relationship between variables using multiple linear regression analysis. The results obtained from this study indicate that simultaneously the brand image, brand awareness, and brand trust variables have a positive and significant effect on customer brand loyalty.
Keywords: Brand Image, Brand Awareness, Brand Trust, Brand Loyalty.
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DOI: https://doi.org/10.37531/sejaman.v5i1.1496
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