Tanuwijaya, Erwin and Muljani, Ninuk (2011) Pengaruh Brand Trust, Brand Affect dan Brand Quality Terhadap Brand Loyalty DOVE di Surabaya. Jurnal Kajian Manajemen dan Bisnis Fakultas Bisnis Unika Widya Mandala Surabaya., 2 (2). pp. 305-316. ISSN 2086-9511
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Abstract
As Indonesia’s economy grows rapidly, the competition among brands becomes very tight. A strategy to create brand loyalty is considered to be more effective than to attract new potential customers. This study aims to analyze and provide on the influence of brand trust, brand affect and brand quality to brand loyalty in the case of Dove brand in Surabaya. The number of respondents for this study was 150 people using non-probability sampling technique. Data analysis technique used in this study is the simple regression analysis. The result s of this study suggest that brand trust, brand affect, and brand quality influence brand loyalty.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | brand trust, brand affect, brand quality, brand loyalty |
| Subjects: | Business > Management |
| Divisions: | Journal Publication |
| Depositing User: | F.X. Hadi |
| Date Deposited: | 12 Mar 2018 02:48 |
| Last Modified: | 08 Jun 2018 02:26 |
| URI: | http://repository.ukwms.ac.id/id/eprint/14346 |
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