Majalah Ilmiah Manajemen dan Bisnis
Vol 17 No 1 (2020): Majalah Ilmiah Manajemen & Bisnis

PERAN KEPERCAYAAN MEREK ( BRAND TRUST) TERHADAP LOYALITAS MEREK PRODUK SUSU MEREK SGM (PADA IBU-IBU PASANGAN USIA SUBUR DI POSYANDU MELATI 14 DESA PURWOKERTO LOR, KABUPATEN BANYUMAS)

arinastuti (Unknown)
harsuti (Unknown)

Article Info

Publish Date
03 Sep 2020

Abstract

This study is entitled "The Role of Brand Trust on Brand Loyalty of SGM Brand Dairy Products. The purpose of this study was to determine the significance of the influence of brand characteristics, company characteristics and brand-consumer characteristics on brand loyalty in SGM milk products consumers The research hypothesis is brand characteristics, company characteristics and brand-consumer characteristics have a significant influence on brand loyalty in SGM dairy product consumers To test the effect of the independent variables on the dependent variable used multiple linear regression analysis. Based on these analysts results obtained tX1 of 2,773, tX2 of 2,802 and tX3 of 4,406 greater than t table of 2,030 so that Ho is rejected or Ha is accepted. Therefore the first, second, third hypothesis is accepted.

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Journal Info
Majalah Ilmiah Manajemen dan Bisnis
Website

Abbrev

mimb

Publisher

Universitas Wijayakusuma Purwokerto

Subject

Economics, Econometrics & Finance

Description

Majalah Ilmiah Manajemen dan Bisnis (MIMB) (Print ISSN: 1411-1977) published two times (May and November) by Faculty of Economics and Business, Wijayakusuma University, Purwokerto. Majalah Ilmiah Manajemen dan Bisnis original research in the fields of economics, management and accounting, including ...