Pengaruh Komunikasi Dan Citra Merek Terhadap Loyalitas Merek Dengan Kepercayaan Sebagai Mediasi
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Abstract
This research purposed to determine the effect of brand communication and brand image to brand loyalty of H&M’s customer in Jakarta with brand trust as a mediator. The total samples of this research are 100 respondents who asked to respond the statements in the questionnaires on google form. The Data in this research were analyze with PLS-SEM. The result of this research shows that all variables have a positive and significant effect except, brand communication to brand loyalty with brand trust as a mediator which has a positive but not significant effect of H&M’s customer in Jakarta. This research can be used as a measurement of variables that affect brand loyalty of H&M’s customer.
Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi merek dan citra merek terhadap loyalitas merek pada konsumen H&M di Jakarta, dengan kepercayaan merek sebagai mediasi. Penelitian ini menggunakan sampel sebanyak 100 orang untuk menanggapi pernyataan kuesioner yang disebarkan dalam bentuk google form. Data pada penelitian ini diolah dengan metode PLS-SEM. Hasil pengolahan data menunjukkan bahwa seluruh variabel memiliki pengaruh positif dan signifikan kecuali, komunikasi merek terhadap loyalitas merek melalui kepercayaan merek sebagai mediasi yang memiliki pengaruh positif namun tidak signifikan pada konsumen H&M di Jakarta. Penelitian ini dapat digunakan sebagai ukuran variabel-variabel yang mempengaruhi loyalitas pada konsumen H&M.
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