PENGARUH CITRA MEREK, KEPERCAYAAN MEREK, DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS MEREK JASA KURIR (Studi Kasus pada Pelanggan Pos Indonesia di Fakultas Ekonomi Universitas Negeri Yogyakarta)

Mira Annisa,

Abstract


Abstrak

       Penelitian  ini  bertujuan  untuk  mengetahui  pengaruh  citra merek, kepercayaan merek Penelitian ini bertujuan untuk mengetahui: (1) pengaruh citra merekterhadap loyalitas merek jasa kurir Pos Indonesia, (2) pengaruh kepercayaan merek terhadap loyalitas merek jasa kurir Pos Indonesia, (3) pengaruh kepuasan konsumen terhadap loyalitas merek jasa kurir Pos Indonesia, dan (4) pengaruh citra merek, kepercayaan merek, dan kepuasan konsumen terhadap loyalitas merek jasa kurir Pos Indonesia. Penelitian ini dikategorikan sebagai penelitian deskriptif kuantitatif, dimana instrumen penelitian ini berupa kuesioner. Populasi dalam penelitian ini adalah mahasiswa strata 1 angkatan 2011-2015 di Fakultas Ekonomi Universitas Negeri Yogyakarta. Teknik pengambilan sampel dengan metode purposive sampling. Sampel yang diambil dalam penelitian ini sebanyak 190 mahasiswa. Alat ukur terbukti valid dan reliabel untuk instrumen penelitian.

 

Kata kunci: citra merek, kepercayaan merek, kepuasan konsumen, loyalitas merek.

 

Abstract

      This research aimed to know: (1) The influence of brand image toward Indonesian Pos courier service brand loyalty. (2) The influence of brand trust Indonesian toward Pos courier service brand loyalty. (3) The influence of customer satisfaction toward Indonesian Pos courier service brand loyalty. (4) The influence of brand image, brand trust, and customer satisfaction toward Indonesian Pos courier service brand loyalty. This research was categorized as descriptive quantitative research where the research instrument was in the form of questionnaire. The population of this research was the undergraduate students of Economic Faculty of Yogyakarta State University in the study year of 2011-2015. The technique of the sample collection was purposive sampling method. The samples which were collected were 190 students. The measuring instrument was valid and reliable to be the research instrument. The multiple regression analysis was used to conduct the hypothesis test in this research.

 

Keywords: brand image, brand trust, customer satisfaction, brand loyalty.

 


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