Pengaruh Kesadaran Merk Dan Kepercayaan Merek Terhadap Loyalitas Pelanggan Telkomsel Mahasiswa Fekon UIR Di Pekanbaru

Susanto, Dicky (2020) Pengaruh Kesadaran Merk Dan Kepercayaan Merek Terhadap Loyalitas Pelanggan Telkomsel Mahasiswa Fekon UIR Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect or brand awareness and brand trust on telkomsel customer loyalty in faculty of economics, riau islamic university. The population in this study were all student of the faculty of economics, Riau islamic university pekanbaru, year 2018, Totaling 595 people. given the limited funds and personel, the authors took a sample of only part of the population of 595 and only 10% were taken, namely ad many as 50 people. Data analysis using multiple regression method. based on the partial test, the result show that brand awareness and brand trust have a significant effect on customer loyalty of cellular services. the coefficient of determination (R2), the figure is 0,376 meaning that brand awarencess and brand trust affect consumer loyalty of cellular services by 37,60%. The correlation value is obtained by a correlation valie (r) of 0,613, meaning that there is a modetate and positive relationship between brand awareness and brand trust on consumer loyalty of telkomsel's cellular services at the faculty pf Economics,Riau islamic University.

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