“PENGARUH KESADARAN MEREK (BRAND AWARENESS), CITRA MEREK (BRAND IMAGE) DAN KEPERCAYAAN MEREK (BRAND TRUST) TERHADAP LOYALITAS MEREK (BRAND LOYALTY) MINUTE MAID PUPLY ORANGE DI KOTA PADANG

Rahmawati, Rahmawati (2018) “PENGARUH KESADARAN MEREK (BRAND AWARENESS), CITRA MEREK (BRAND IMAGE) DAN KEPERCAYAAN MEREK (BRAND TRUST) TERHADAP LOYALITAS MEREK (BRAND LOYALTY) MINUTE MAID PUPLY ORANGE DI KOTA PADANG. Masters thesis, Universitas Andalas.

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Abstract

Penelitian ini bertujuan untuk memperoleh bukti empiris mengenai pengaruh brand awareness, brand image dan brand trust terhadap brand loyalty Minute Maid Pulpy Orange di kota Padang. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan horizon cross section dengan menyebarkan kuisioner secara acak (random sampling). Jumlah responden yang didapatkan adalah 293 orang responden dari 400 kuisioner yang disebarkan. Pengujian hipotesi diakukan dengan menggunakan Structural Equation Modelling (SEM) dengan menggunakan program AMOS. Berdasarkan hasil penelitian ini diperoleh hasil bahwa brand awareness memiliki pengaruh yang signifikan terhadap brand image tetapi tidak memiliki pengaruh yang signifikan terhadap brand trust dan brand loyalty. Dari hasil penelitian ini juga diperoleh hasil bahwa brand image memiliki pengaruh yang signifikan dan positif terhadap brand trust, tetapi brand image tidak memiliki pengaruh yang signifikan terhadap brand loyalty. Brand trust atau kepercayaan memiliki pengaruh positif dan signifikan terhadap brand loyalty Kata Kunci : Brand Awareness, Brand Image, Brand Trust, Brand Loyal ABSTRACT This study aims to obtain empirical evidence on the influence of brand awareness, brand image and brand trust on Minute Maid Pulpy Orange brand loyalty in the city of Padang. The sampling technique used is purposive sampling with horizon cross section by spreading random questionnaire (random). The number of respondents obtained was 293 respondents from 400 questionnaires distributed in Padang City. Hypothesis testing is done by using Structural Equation Modeling (SEM) using AMOS program. Based on the results of this study obtained that brand awareness has a significant influence on brand image but has no significant effect on brand trust and brand loyalty. This study also obtained the results that the brand image has a significant and positive impact on brand trust, but surprisingly brand image does not have a significant effect on brand loyalty. And from this study we found brand trusts have a positive and significant influence on brand loyalty Key words: brand awareness, brand image, brand trust, brand loyalty

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