PENGARUH DIGITAL MARKETING, BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN PRODUK SCARLETT WHITENING DI SURABAYA

Pangesti, Putri Agung (2023) PENGARUH DIGITAL MARKETING, BRAND IMAGE DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN PRODUK SCARLETT WHITENING DI SURABAYA. Skripsi thesis, UNIVERSITAS BHAYANGKARA SURABAYA.

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Abstract

This research examines the influence of digital marketing, brand image and brand trust on customer loyalty of scarlett whitening products (case study on scarlett whitening customers in Surabaya). Global business competition in the digital era companies are required to have a global marketing strategy to influence competitive advantage in the local market, which is the market where the company's products are marketed. This research includes 3 variables, namely digital marketing, brand image and brand trust related to customer loyalty to scarlett whitening products in Surabaya. The sample in this study used 100 respondents using random sample and purposive sampling techniques. The data processing method in this study used the SPSS 26 tool and data analysis using validity tests, reliability tests, multiple linear analysis, coefficients of determination, F tests, and T tests. The results showed that in simultaneous testing (Test F) it was known that digital marketing, brand image and brand trust variables together (simultaneously) had a significant influence on customer loyalty variables. In the partial test (Test t) it is known that the variables of digital marketing media, brand image and brand trust partially have a significant effect on customer loyalty variables. brand image variables have the most dominant influence on customer loyalty variables.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: digital marketing, brand image, brand trust, costumer loyality
Subjects: Marketing
Management > Marketing
Divisions: Faculty of Economic & Business > Bachelor of Management & Business
Depositing User: Perpus Ubhara Surabaya
Date Deposited: 18 Mar 2024 04:21
Last Modified: 18 Mar 2024 04:21
URI: http://eprints.ubhara.ac.id/id/eprint/2347

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