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JURNAL BISNIS DAN AKUNTANSI
Vol. 15, No. 1a, Is. 2, November 2013, Hlm. 1-14

PENGARUH BRAND TRUST, PERCEIVED VALUE, DAN BRAND IMAGE TERHADAP BRAND LOYALTY

ARIEF ALFIANDRI dan DENNY FARABI

STIE Trisakti
arief@stietrisakti.ac.id; denny@stietrisakti.ac.id

 

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http://www.tsm.ac.id/JBA/JBAVOL15/PENGARUH BRAND TRUST, PERCEIVED VALUE, DAN BRAND IMAGE TERHADAP BRAND LOYALTY

ABSTRACT:

The purpose of this research is to know how the influence of brand trust, perceived value, and brand image toward brand loyalty of the brand Teh Botol Sosro in Tangerang City. The research design used in this research is causality and descriptive research. The sampling in this study was convenience sampling. Data for this study is used the primary data, where the questionnaire spreaded to 152 respondents for gathering the datas, and the sample that can be used in this research is 100 datas (round figures using Slovin (99,9)). And the methods for the data analysis is regression, which are simple regression and multiple regression. The result on this research is brand trust has positive influence to brand loyalty, perceived value has positive influence to brand loyalty, and brand image has positive influence to brand loyalty. And simultaneously, all the independents variable (brand trust, perceived value, and brand image) are have influence to the dependent variable (brand loyalty).

Keyword :Brand trust, perceived value, brand image, brand loyalty
 
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