Lee, Steven (2023) PENGARUH BRAND COMMUNICATION, PERCEIVED QUALITY, BRAND IMAGE, DAN PERCEIVED SOCIAL MEDIA TERHADAP BRAND LOYALTY PADA KRISPY KREME DI JAKARTA DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT UNIVERSITAS TARUMANAGARA FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) STEVEN LEE 115200187 (B) The influence of Brand Communication, Perceived Quality, Brand Image, and Perceived Social Media on Brand loyalty at Krispy Kreme in Jakarta with Brand Trust as a Mediating Variable (C) XX + 152 Pages, 21 Tables, 7 Pictures, 5 Attachments (D) Marketing Management (E) Abstract: The purpose of this research is to determine the influence of Brand Communication, Perceived Quality, Brand Image, and Perceived Social Media on Brand loyalty at Krispy Kreme in Jakarta with Brand Trust as a Mediating Variable. This research uses a descriptive quantitative approach with a cross-sectional design. This research selected a population from Indonesian society who had knowledge about Krispy Kreme products. By conducting a survey using Google Form which was distributed via social media, we managed to collect data from 200 respondents who had tried Krispy Kreme in Jakarta. This research instrument is a questionnaire containing respondent profiles and statements on each research variable. The sample selection technique in this research was carried out using a non-probability sampling method with a convenience sampling method. The results of data analysis were processed using SmartPLS 4.0 software. The results of this research are (1) brand communication, perceived quality, brand image, and perceived social media have a positive and significant influence on brand trust (2) brand communication, brand image, and perceived social media have a positive and significant influence on brand loyalty ( 3) perceived quality does not have a positive and insignificant influence on brand loyalty (4) brand trust has a positive and significant influence on brand loyalty (5) brand communication, brand image, and perceived social media have a positive and significant influence on brand loyalty with the brand trust as a mediator (6) perceived quality does not have a positive and insignificant influence on brand loyalty with brand trust as a mediator. (F) Keywords: Brand Communication, Perceived Quality, Brand Image, Perceived Social Media, Brand loyalty, Brand Trust (G) 1969 -2022 (H) Galuh Mira Saktiana S.E., M.Sc., Dr. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) STEVEN LEE 115200187 (B) Pengaruh Brand Communication, Perceived Quality, Brand Image, dan Perceived Social Media terhadap Brand loyalty pada Krispy Kreme di Jakarta dengan Brand Trust Sebagai Variabel Mediasi (C) XX + 152 Halaman, 21 Tabel, 7 Gambar, 5 Lampiran (D) Manajemen Pemasaran (E) Abstrak: Tujuan penelitian ini adalah untuk mengetahui Pengaruh Brand Communication, Perceived Quality, Brand Image, dan Perceived Social Media terhadap Brand loyalty pada Krispy Kreme di Jakarta dengan Brand Trust Sebagai Variabel Mediasi. Penelitian ini menggunakan pendekatan kuantitatif yang bersifat deskriptif dengan desain cross-sectional. Penelitian ini memilih populasi dari masyarakat Indonesia yang memiliki pengetahuan tentang produk Krispy Kreme. Dengan melakukan survei menggunakan Google Form yang disebar melalui media sosial, kami berhasil mengumpulkan data dari 200 responden yang pernah mecoba Krispy Kreme di Jakarta. Instrumen penelitian ini adalah kuesioner yang berisi profil responden dan pernyataan pada tiap variabel penelitian. Teknik pemilihan sampel pada penelitian ini dilakukan dengan metode non-probability sampling dengan metode convenience sampling. Hasil analisis data diolah menggunakan software SmartPLS 4.0. Hasil penelitian ini adalah (1) brand communication, perceived quality, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand trust (2) brand communication, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand loyalty (3) perceived quality tidak memiliki pengaruh positif dan tidak signifikan terhadap brand loyalty (4) brand trust memiliki pengaruh positif dan signifikan terhadap brand loyalty (5) brand communication, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand loyalty dengan brand trust sebagai mediator (6) perceived quality tidak memiliki pengaruh positif dan tidak signifikan terhadap brand loyalty dengan brand trust sebagai mediator. (F) Kata Kunci: Brand Communication, Perceived Quality, Brand Image, Perceived Social Media, Brand loyalty, Brand Trust (G) 1969-2022 (H) Galuh Mira Saktiana S.E., M.Sc., Dr.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 09 Sep 2024 02:25 |
| Last Modified: | 09 Sep 2024 02:25 |
| URI: | http://repository.untar.ac.id/id/eprint/44332 |
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