Analisis Faktor-Faktor yang Mempengaruhi True Brand Loyalty

Valentino, Arsady Junisco (2011) Analisis Faktor-Faktor yang Mempengaruhi True Brand Loyalty. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

A product with a quality brand is the most central and important for companies to market their products more easily because the products with quality brands will make consumers become interested in buying the brand. So customer satisfaction is achieved and consumers have a high attitude and has a strong commitment to always make repeat sales to their favorite brands. As a result there will be a high brand loyalty within the consumer. This study analyzes the factors influencing brand loyalty. Data obtained from sample selection and a student in one of the leading private university in Batam, through sample nonprofitabilitas. Data were analyzed with regression analysis, by spreading 325 questionnaires, a questionnaire returned by 316 questionnaires will be processed. The results of this study indicate the influence brand credibility on cognitive conviction, as well as the influence of affective conviction on cognitive conviction, brand credibility has no effect on affective conviction, there is no influence between the cognitive conviction on attitude strength, the influence affective conviction on attitude strength, the has no effect of attitude strength on brand commitment, as well as no effect of brand commitment on true brand loyalty. Keyword : Brand credibility, Cognitive conviction, Affective conviction, Attitude strength, Brand commitment, True brand loyalty.

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