Pengaruh brand trust, brand affect dan brand quality terhadap brand loyalty dove di Surabaya

Muljani, Ninuk and Tanuwijaya, Erwin (2011) Pengaruh brand trust, brand affect dan brand quality terhadap brand loyalty dove di Surabaya. Kajian manajemen dan bisnis, 2 (2). pp. 305-316. ISSN 2085-9511

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Abstract

As indonesia s economy grows rapidly, the competition among brands becomes very tight. A strategy /0 create brand loyalty is considered to be more effective (han to attract new potential customers. This study aims to analyze and provide evidence on the influence of brand trust, brand affect and brand quality to brand loyalty in the case 0/ Dove brand in Surabaya. The number a/respondents/or this study was 150 people using non•probability sampling technique. Data analysis technique used in (his study is the simple regression analysis. The results a/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
Divisions: Journal Publication
Depositing User: Aurelia Riana Ika Susanti
Date Deposited: 01 Jul 2016 05:18
Last Modified: 01 Jul 2016 05:18
URI: http://repository.wima.ac.id/id/eprint/6894

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