Analisis Pengaruh Karakteristik Merek, Perusahaan, dan Konsumen-Merek, Terhadap Kepercayaan (trus) dan Loyalitas Merek pada Koran Harian Analisa di Kecamatan Medan Petisah

Abstract

Brand is one important aspect in marketing. It is the connector between a

company and its consumers; and the consumers can be made to be loyal toward

company's brand. Therefore, it is necessary for the company's management to

organize it. The problem formulations of the thesis are (1) how far the influence of brand characteristic, company's characteristics and customer-brand toward trust in brand for the customer of Harian Analisa Newspaper in Kecamatan Medan Petisah (2) How far the influence of trust in brand toward the brand loyalty of the Harian Analisa Newspaper's customer in Kecamatan Medan Petisah.

The aims of this research are (1) to know and analyze the most dominant variable which influence the brand characteristic, company's characteristic, and customer brand toward trust in brand of Harian Analisa Newspaper (2) to know and analyze the influence of brand in trust toward the brand loyalty in Analisa Daily Newspaper in Kecamatan Medan Petisah.

Theory which applied in this research is Marketing Management related to

Brand. This explanatory research use descriptive qualitative approach and the type

is study case with survey.

Technics of primary data collecting was done by questionaire, supported

with interview. Sample in this research counted 96 people. The process of sampling

was done with strata random sample method proportionally Testing of hypothesis was done with two phases that were first using multiple regression analysis and secondly using simple regression analysis. Data- processing in this research applied SPSS version of 13.00.

The coefficient of determination (R2) indicated that the independent variables observed can explain 77.70% on trust in brand, and the rest, 17.90% is

explained by another unobserved independent variables.

Concerted test result (F test/ F distribution) indicated that brand characteristic, company characteristic, customer-brand characteristic simultaneously had a high significant influence on trust in brand at Analisa Daily Newspaper. Also with trust in brand had a high significant influence on brand loyalty. Parsial test result (t test) indicate that dominant variable influence trust in brand was customer-brand variable.