Gambaran Brand Commnication Brand Trust Dan Brand Loyalty Pelanggan Kosmetik Sariayu Di Indonesia

Abstract

ABSTRAKTujuan -Tujuan penelitian ini adalah untuk mengetahui gambaran brand communication, brand trust dan brand loyalty. Desain/metodologi/pendekatan -Desain penelitian ini adalah cross sectional method. Penelitian ini menggunakan pendekatan deskriptif dengan metode explanatory survey. Sebanyak 107 responden dipilih dengan menggunakan non-probability sampling. Sebuah kuesioner digunakan sebagai instrumen penelitian untuk mengumpulkan data dari responden. Teknik analisis yang digunakan adalah teknik deskriptif dengan menggunakan distribusi frekuensi Temuan -Berdasarkan hasil penelitian mneggunakan analisis deskriptif, didapatkan hasil brand communication berkategori cukup baik, brand trust berkategori baik dan brand loyalty berkategori baik. Orisinalitas/nilai -Perbedaan dalam penelitian ini terletak pada objek penelitian, waktu penelitian, alat ukur, literatur yang digunakan, teori yang digunakan dan hasil penelitian. Kata Kunci: brand communication, brand trust dan brand loyalty. Jenis Artikel: Studi Kasus ABSTRACT Purpose -The purpose of this study is to see the description of brand communication, brand trust and brand loyaltyDesign/methodology/approachh -The design of this study was cross sectional method. This research uses descriptive approach with explanatory survey method. The nurses analysis unit is 107 people. Data collection using questionnaire. The analysis technique used is descriptive technique by using frequency distribution Findings -Based on the results of the research using descriptive analysis, the results obtained that brand communication in the quite high category, brand trust in the good category, and brand loyalty in the good category. Originality/value -The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study.

Factors Influencing Purchasing Decisions For Garnier Facial Foam Products in South Tangerang City

“…Brand trust is a belief that consumers have based on their beliefs. [21]. DOI 10.18502/kss.v9i14.16134 SEABC…”

“…According to [21] the dimensions of brand trust, brand characteristics, company characteristics, consumer-brand characteristics…”