Pengaruh brand equity dan brand trust terhadap kepuasan konsumen sepatu Compass
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Pratama, Andre Juan Lucky
Subject
HD28 Management. Industrial Management
Datestamp
2022-09-07 06:41:42
Abstract :
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh brand equity dan brand trust terhadap kepuasan konsumen Sepatu Compass. Variabel bebas dalam penelitian ini adalah brand equity dan brand trust. Sedangkan variabel terikat adalah kepuasan konsumen Sepatu Compass. Dalam penelitian ini, penentuan sampel dilakukan dengan metode non probability sampling dengan prosedur purposive sampling. Sampel yang digunakan sebanyak 85 orang dengan kriteria responden yang membeli dan mempunyai Sepatu Compass berusia minimal 17 tahun. Uji Hipotesa dengan melakukan analisa regresi linier berganda, dengan persamaan sebagai berikut : Y = 4,671 + 0,446 X1 + 0,271 X2 + e Berdasarkan hasil analisa, diperoleh kesimpulan bahwa variabel bebas brand equity dan brand trust mempunyai pengaruh baik secara simultan maupun parsial terhadap kepuasan konsumen Sepatu Compass Kata Kunci : Brand Equity, Brand Trust Dan Kepuasan Konsumen. ? ABSTRACT The purpose of this study was to determine the effect of brand equity and brand trust on consumer satisfaction of Compass Shoes. The independent variables in this study are brand equity and brand trust. While the dependent variable is the satisfaction of Compass Shoes consumers. In this study, the determination of the sample was carried out using a non-probability sampling method with a purposive sampling procedure. The sample used was 66 people with the criteria of respondents who bought and had Compass Shoes at least 17 years old. Test the hypothesis by performing multiple linear regression analysis, with the following equation: Y = 4.671 + 0.446 X1 + 0.271 X2 + e Based on the results of the analysis, it is concluded that the independent variables of brand equity and brand trust have a simultaneous or partial influence on consumer satisfaction of Compass Shoes Keywords: Brand Equity, Brand Trust And Consumer Satisfaction..
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh brand equity dan brand trust terhadap kepuasan konsumen Sepatu Compass. Variabel bebas dalam penelitian ini adalah brand equity dan brand trust. Sedangkan variabel terikat adalah kepuasan konsumen Sepatu Compass. Dalam penelitian ini, penentuan sampel dilakukan dengan metode non probability sampling dengan prosedur purposive sampling. Sampel yang digunakan sebanyak 85 orang dengan kriteria responden yang membeli dan mempunyai Sepatu Compass berusia minimal 17 tahun. Uji Hipotesa dengan melakukan analisa regresi linier berganda, dengan persamaan sebagai berikut : Y = 4,671 + 0,446 X1 + 0,271 X2 + e Berdasarkan hasil analisa, diperoleh kesimpulan bahwa variabel bebas brand equity dan brand trust mempunyai pengaruh baik secara simultan maupun parsial terhadap kepuasan konsumen Sepatu Compass Kata Kunci : Brand Equity, Brand Trust Dan Kepuasan Konsumen. ? ABSTRACT The purpose of this study was to determine the effect of brand equity and brand trust on consumer satisfaction of Compass Shoes. The independent variables in this study are brand equity and brand trust. While the dependent variable is the satisfaction of Compass Shoes consumers. In this study, the determination of the sample was carried out using a non-probability sampling method with a purposive sampling procedure. The sample used was 66 people with the criteria of respondents who bought and had Compass Shoes at least 17 years old. Test the hypothesis by performing multiple linear regression analysis, with the following equation: Y = 4.671 + 0.446 X1 + 0.271 X2 + e Based on the results of the analysis, it is concluded that the independent variables of brand equity and brand trust have a simultaneous or partial influence on consumer satisfaction of Compass Shoes Keywords: Brand Equity, Brand Trust And Consumer Satisfaction..
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