Pengaruh Brand Image, Brand Trust, Dan Perceived Quality Terhadap Loyalitas Konsumen (Studi Kasus Konsumen Sepatu Merek Vans di Kalangan Mahasiswa Surabaya)

Fauziah, Aulia Nilta (2020) Pengaruh Brand Image, Brand Trust, Dan Perceived Quality Terhadap Loyalitas Konsumen (Studi Kasus Konsumen Sepatu Merek Vans di Kalangan Mahasiswa Surabaya). Undergraduate thesis, UNIVERISTAS 17 AGUSTUS 1945 SURABAYA.

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Abstract

Brand Image and Brand Trust are very important in the company. To support this,Perceived Quality is needed. All three contribute to attract Consumer Loyalty. This research is used to find out whether there is an influence of Brand Image, Brand Trust, and Perceived Quality on Consumer Loyalty of Vans Brand Shoes in Surabaya Collage Students. The purpose of this study was to determine the effect of Brand Image, Brand Trust, and Quality Perception on Consumer Loyalty of Vans Brand Shoes in Surabaya Collage Students. As for supporting research, author making using a quantitative method with survey research using a questionnaire as an instrument. The population in this study are consumers who buy and buy Vans brand shoes more than once in Surabaya. The sample of this study used a non- probability sampling method (non-random sampling) using a purposive sampling technique that was taken by 100 respondents. The data analysis technique used is multiple regression analysis. The results of this study indicate that Brand Image is not a significant positive effect on customer loyalty Vans shoes specifically for Collage students in the city of Surabaya. While Brand Trust and Perceived Quality have a positive and significant effect on Customer Loyalty for Vans shoes specifically for Collage students in the city of Surabaya. In this research, it is expected that Vans shoes company will pay attention and develop brand trust and product quality perception so that it can be better known by consumers.

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