Pengaruh Brand Image Dan Brand Trust Terhadap Brand Attitude Pada Merek Produk Make Over Di Surakarta
Keywords:
brand image, brand trust, brand attitudeAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan brand trust terhadap brand attitude pada merek produk kosmetik. Populasi dan sampel penelitian ini adalah masyarakat Surakarta yang menggunakan produk MakeOver. Jenis data yang digunakan pada penelitian ini adalah data primer. Metode pengumpulan data dengan menggunakan kuesioner. Analisis data menggunakan regresi linear berganda. Hasil analisis pada penelitian ini menunjukkan brand image berpengaruh positif terhadap brand attitude dan brand trust berpengaruh positif terhadap brand attitude.
References
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[7] Wang, F., & Hariandja, E. S. (2016). The Influence Of Brand Ambassador On Brand Image And Consumer Purchasing Decision : A Case Of Tous Les Jours In The Influence Of Brand Ambassador On Brand Image And Consumer Purchasing Decision : local or international brands in the market market in Indon. International Conference Od Enterpreneurship, (March), 292–306.
Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001
[2] Arista, a E. D., & Astuti, S. R. T. (2011). dan Citra Merek terhadap Minat Beli Konsumen. Arista , Astuti, 13(1), 37–45.
[3] Azeemi, H. I., Ansari, B., Akhtar, K., & Abbas, S. H. (2013). Physical Therapy When Used Along With Electrical Modalities In Order To Improve the Range Of Motion in Frozen Shoulder Is More Beneficial Than Using Modalities Alone. Interdiciplinary Journal of Contemporary Research in Business, 336–344.
[4] Goutam, D. (2013). Influence of Brand Ambassadors on Buying Behavior of Soft Drinks: With Reference To Belgaum City. International Journal of Research in Business Management, 1(4), 2321–2886.
[5] Mudzakir, F. (2018). the Influence of Brand Ambassador Usage Toward Brand Image of Oppo. Industrial Research Workshop and National Seminar, 648–655. Retrieved from https://jurnal.polban.ac.id/index.php/proceeding/article/download/1109/910
[6] Prasasti, A. (2018). Analyzing the Potential Market of Local Color Cosmetics in Indonesia : The Case of an IndonesianSmall Medium-Enterprise, 231(Amca), 495–497. https://doi.org/10.2991/amca-18.2018.137
[7] Wang, F., & Hariandja, E. S. (2016). The Influence Of Brand Ambassador On Brand Image And Consumer Purchasing Decision : A Case Of Tous Les Jours In The Influence Of Brand Ambassador On Brand Image And Consumer Purchasing Decision : local or international brands in the market market in Indon. International Conference Od Enterpreneurship, (March), 292–306.
Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001
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Published
2021-12-08
How to Cite
Setyawan, A. A., & Wulandari, R. (2021). Pengaruh Brand Image Dan Brand Trust Terhadap Brand Attitude Pada Merek Produk Make Over Di Surakarta. Prosiding University Research Colloquium, 356–366. Retrieved from https://repository.urecol.org/index.php/proceeding/article/view/1700
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Copyright (c) 2021 Anton A. Setyawan, Rosita Wulandari
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
