Jurnal Manajemen Universitas Bung Hatta
Vol 16 No 1 (2021): Jurnal Manajemen Universitas Bung Hatta

PENGARUH KEPERCAYAAN MEREK, EKUITAS MEREK, DAN HARGA TERHADAP LOYALITAS KONSUMEN PADA PASTA GIGI MEREK PEPSODENT DI KOTA PADANG

Selvi Yona Tamara (Universitas Fort De Kock)
Tri Andi Eka Putra (Universitas Fort De Kock)

Article Info

Publish Date
29 Jan 2021

Abstract

To compete with Pepsodent, several toothpaste manufacturers have adopted different strategies. One way is to use attractive packaging, low price, and quality. This study aims to investigate brand trust, brand equity, and price on consumer loyalty. The sampling technique used in this study was purposive sampling where the number of samples used was 138 people. Research respondents prove that brand trust has a positive and significant effect on loyalty. Brand equity has a positive and significant effect on loyalty. Price has a positive and significant effect on loyalty.

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Journal Info
Jurnal Manajemen Universitas Bung Hatta
Website

Abbrev

JMN

Publisher

Universitas Bung Hatta

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Universitas Bung Hatta focuses on publishing management research results everywhere, issues published by Jurnal Manajemen Universitas Bung Hatta covering the human resources management, marketing management, financial management, strategict management, entrepreneurship, and other ...