PENGARUH LOYALITAS MEREK DAN KEPERCAYAAN MEREK TERHADAP NIAT MEMBELI KEMBALI MELALUI MEDIASI TIMBAL BALIK PERSONAL PENGGUNA BLACKBERRY DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
PUTRA, DIAN ADITYA
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2016-07-22 08:22:21
Abstract :
According to data from Drippler.com, aggregator news about gadgets, about 75 percent of Blackberry users want to switch to other smart phones such as Android or Apple, while the remaining 25 percent are planning to upgrade to another Blackberry. The data comes from a million users Drippler. Dripplers data comes from information about what type of smart phone use and mobile phones what they want later. It is not known exactly what the background motif Blackberry users will move to another platform. In this study, I examined the mediating role of personal reciprocity in the relationship of brand loyalty and brand trust with the future purchase intentions. Sampling in this study using non-random sampling method that does not consider the type of sampling opportunities and techniques used in this study sample was judgmental technique. Data 102 Blackberry mobile phone users in Surabaya revealed affects brand loyalty and trust intentions Blackberry users to a brand not necessarily have future purchase intentions in Surabaya. However, customers who believe in a brand having a good personal reciprocity and otherwise loyal customers who do not necessarily have a good personal reciprocity. Keyword : Brand Trust, Brand Loyalty, Personal Reciprocity
According to data from Drippler.com, aggregator news about gadgets, about 75 percent of Blackberry users want to switch to other smart phones such as Android or Apple, while the remaining 25 percent are planning to upgrade to another Blackberry. The data comes from a million users Drippler. Dripplers data comes from information about what type of smart phone use and mobile phones what they want later. It is not known exactly what the background motif Blackberry users will move to another platform. In this study, I examined the mediating role of personal reciprocity in the relationship of brand loyalty and brand trust with the future purchase intentions. Sampling in this study using non-random sampling method that does not consider the type of sampling opportunities and techniques used in this study sample was judgmental technique. Data 102 Blackberry mobile phone users in Surabaya revealed affects brand loyalty and trust intentions Blackberry users to a brand not necessarily have future purchase intentions in Surabaya. However, customers who believe in a brand having a good personal reciprocity and otherwise loyal customers who do not necessarily have a good personal reciprocity. Keyword : Brand Trust, Brand Loyalty, Personal Reciprocity
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