THE EFFECT OF TRUST IN A BRAND TO LOYALTY OF AQUA DRINK WATER CUSTOMERS IN DENPASAR CITY
BULETIN STUDI EKONOMI Volume 13 Nomor 2 Tahun 2008
AUTHOR:
Gede Riana
ABSTRACT:
This research is aimed to study empirically the effect of trust in a brand variable which includes brand characteristic, company characteristic and consumer – brand characteristic to brand loyalty. The mark being researched is drink water of Aqua of which respondents are take from the use of Aqua drink water in Denpasar City.
The result of this research shows that simultaneous and partial variable of trust in a brand have significant effect to brand royalty. The effect of trust in a brand to brand royalty is 0.971 with significance level of 0.000. While partially, the effect of trust in a brand variable is as follows: first, the brand characteristic has significant effect to brand loyalty with beta coefficient of 0.668 with significance level of 0.000, where brand characteristic has dominant effect to brand loyalty. The company characteristic has significant effect to brand loyalty with beta coefficient of 0.224 with significance level of 0.000. Consumer – brand characteristic also has significant to brand loyalty with beta coefficient of 0.165 with significance level of 0.000
In the effort to increase loyalty to brand, the company must increase and maintain trust of customers to the company. Brand characteristic is as one of the most dominant variable must remain to be controlled directly by the company.
Key words: trust in a brand, brand loyaltyFULL TEXT: FREE DOWNLOAD
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