Hubungan Kepercayaan pada Merek Otomotif Yang Berkarakter dengan Citra Perusahaan dan Pelanggan

Aliffianto, Achmad Yanu ORCID: https://orcid.org/0000-0003-3186-0831 (2011) Hubungan Kepercayaan pada Merek Otomotif Yang Berkarakter dengan Citra Perusahaan dan Pelanggan. In: Seminar Nasional Sistem & Teknologi Informasi (SNASTI) 2011, 30 September 2011, Surabaya.

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Abstract

There is a growing belief in the industry that to be successful in today's competitive market is that companies and brands that are owned by the company should have a good impression or image in the eyes of customers. Corporate image and brand perception arises from external customers of the company and brand. This study focuses on the relationship between trust in the brand of standard enterprise in the automotive sector-based four-wheel drive roads and road transport rather than with corporate image and customer impression. Data were processed and analyzed using the methods Structured Equation Model (SEM). SEM is a multivariate statistical technique that uses a series of testing causal relationships among variables simultaneously. From the analysis undertaken of the first hypothesis of this study it was found that reputation and trust are interrelated entities. While the relationship between customer satisfaction with the purchase frequency was shown to be associated positively. Customers have a loyalty to the brand because of the high level of confidence, the level of customer satisfaction and corporate image conformity with the impression that arise.

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