PERANAN KOMUNIKASI PEMASARAN, CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP KESETIAAN MEREK

Fayola Issalillah

No zpsu9, OSF Preprints from Center for Open Science

Abstract: The retail business that continues to grow requires every company engaged in the retail sector to always carry out various strategies in order to expand market coverage and the number of customers. The existence of a number of loyal customers can ensure the survival of the company so that it must be continuously worked on and improved for the progress of the company. This study aims to analyze and determine the effect of marketing communication, brand image, and brand trust on brand loyalty. The research method used is a quantitative method with the analysis technique of Structural Equation Modeling (SEM). The intended respondents are Indomaret customers in the city of Surabaya, totaling 100 respondents using purposive sampling technique. The results showed that marketing communication, brand image, and brand trust had a significant effect on brand loyalty.

Date: 2021-01-14
References: Add references at CitEc
Citations:

Downloads: (external link)
https://osf.io/download/5fffb852e80d37050ea5b0ad/

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:zpsu9

DOI: 10.31219/osf.io/zpsu9

Access Statistics for this paper

More papers in OSF Preprints from Center for Open Science
Bibliographic data for series maintained by OSF ().