Pengaruh Overall Satisfaction Terhadap Brand Trust Dalam Membentuk Purcahse Loyalty dan Attitudinal Loyalty Pada Konsumen Produk Shampoo Di Surabaya  

Oleh:

Prawitowati, Tjahjani

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Journal of Economics, Business, & Accountancy: ventura vol. 11 no. 1 (Apr. 2008), page 1-24.
Topik: Overall Satisfaction; Brand Trust; Purcahse Loyalty; Attitudinal Loyalty

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: VV5.5 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Maintaining brand loyalty becomes to heart of marketing planning activity. The model of prediction appears to strong when using attitude and behavioral model. It is considered better than only using the behavioral measurement. It is considered better than only using the behavioral model. In this respect, Purchase Loyalty represent the consumers’ readiness to repeat buying, while attitudinal loyalty repsents the commintment level of the brand. The aim of this research is to reveal the influence of overall satisfaction in brand trust and loyalty, which consist of purchase loyalty and attitudional loyalty. This research uses a sample comprising the consumers of shampoo products in Surabaya with the total respondents of 210 people. Using AMOS 4.01 the results shows that overall satisfaction influences the brand trust; while brand trust inluences the purchase loyalty. Finally, brand trust influences the attitudional loyalty. Managerial implications of this research is also discussed in this paper.

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