The Influence of Trust In A Brand to Brand Loyalty of Telkomsel Prepaid Subcribers in Pekanbaru City
No Thumbnail Available
Date
2012-11-30
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
This research was motivated by the increasing competition between Telkomsel
prepaid cards brands. The fellow Telkomsel competing brands in retaining customers
or even compete in getting new customers. In particular, this reserch reviewed trust in a
brand Telkomsel (As & Simpati) which was measured through a variety of factors, such
as the brand characteristics, company characteristics, and customer-brand
characteristics which is the form factor of brand loyalty.
This research aimed to analyze the influence of brand characteristics, company
characteristics, and customer-brand characteristics to brand loyalty also differen brand
loyalty in Telkomsel. The number of respondents involved in the research was 100
respondents, the method used is non-probability sampling, with the sampling technique
was purposive sampling. The data was collected by questionnaire spread. Methods of
data analysis was performed by multiple linear regression and Independent Samples T
Test (Two Samples No relation test) using SPSS version 17 software.
The results showed that the brand characteristics, company characteristics, and
customer-brand characteristics influence brand loyalty so that simultaneously or
partially. The customer-brand characteristics is variable the biggest influence to brand
loyalty. Interesting finding after allowing different test is no difference in brand loyalty.
For the company telkomsel must improve the quality of brands firstly at brand
characteristics, company characteristics, customer-brand characteristics, so that the
customer have a high loyalty to maintain Telkomsel products are used then keep it to be
the first choice in communication.
Description
Keywords
brand characteristics, company characteristics, customer-brand characteristics, brand loyalty