Jurnal Manajemen Pemasaran
Vol 12, No 2 (2018): OKTOBER 2018

ANALISIS IDENTITAS MEREK, LOYALITAS MEREK, CITRA MEREK, DAN KEPERCAYAAN MEREK TOYOTA


Zebuah, Ade Jermawinsyah



Article Info

Publish Date
12 Oct 2018

Abstract

Consumer needs in vehicles is increasing, it triggers any car companies to create great brand identity in order to gain brand trust from consumen. Perception of brand from consumen is affect to gain brand trust which is have great deal to brand loyalty. This research is aiming to analyze the influence of brand identity on brand loyalty with brand image and brand trust as an intervening variable. This research will be done by distributing 100 questionnairs to the respondents who have buy or used Toyota. Analysis techniques that will be used is quantitative analysis with Smart-PLS method. Research shows that brand identity influences brand image, but has no influences to brand trust, brand image influences brand trust. Also brand image and brand trust influences loyalty of Toyota‚??s brand.


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Original Source : http://jurnalpemasaran.petra.ac.id/index.php/mar/article/view/21147
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Journal Info

Abbrev

mar

Publisher

Subject

Economics, Econometrics & Finance

Description

Jurnal Managemen Pemasaran dipublikasikan secara berkala setiap tahun oleh Program Studi Manajemen Pemasaran Universitas Kristen Petra Surabaya. Tujuan Jurnal Manajemen Pemasaran adalah: 1. Menyebarluaskan pengetahuan, penemuan, dan pengembangan ilmu pemasaran secara teori maupun praktis melalui ...