PENGARUH BRAND TRUST DENGAN ASPEK BRAND RELIABILITY, BRAND INTENTION, DAN BRAND PREDICTABILITY TERHADAP BRAND LOYALTY KONSUMEN PRODUK PEPSODENT UNILEVER DI KOTA BENGKULU

Ariza, Efaldo and Soengkono, Soengkono (2012) PENGARUH BRAND TRUST DENGAN ASPEK BRAND RELIABILITY, BRAND INTENTION, DAN BRAND PREDICTABILITY TERHADAP BRAND LOYALTY KONSUMEN PRODUK PEPSODENT UNILEVER DI KOTA BENGKULU. Undergraduated thesis, Fakultas Ekonomi UNIB.

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Abstract

The purpose of this research is to analyze influence of three brand trust aspects, there are : brand reliability, brand intention, and brand predictability to brand loyalty of product Pepsodent Unilever. The primary study conducted in Bengkulu City. Data collected using questionnaire. The questionnaires distributed in this study was 100 samples of people in Bengkulu city. Samples were collected using nonprobability sampling. Using linear regretion analysis we found that, brand Reliability, brand intention, and brand predictability affected to increase brand loyalty significantly. The results showed that brand trust with aspek brand realibility, brand intention and brand predictability had value as big as 86,9 % to increase brand loyalty significantly and the other for 13,1 % can be explain for other variabel. So, brand trust with aspect brand realibility, brand intention and brand predictability was a significant affected to increase consumer brand loyalty on Pepsodent Unilever product in Bengkulu City.

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