YUDHISTIRA, MUHAMMAD HAFIDZ (2019) HUBUNGAN BRAND TRUST DAN KEPRIBADIAN AGREEABLENESS DENGAN CUSTOMER LOYALTY PENGGUNA SEPATU VANS PADA KAUM MILLENIALS DI JAKARTA SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of making this thesis are (1) Knowing whether there is a relationship between Brand Trust of Vans shoe users and Customer Loyalty and (2) Knowing whether there is an Agreeableness personality relationship with Customer Loyalty. The method used in this research is quantitative research with data collection techniques using a questionnaire. The sample in this study is the millennial generation that knows and users of Vans shoes with a sample of 400 respondents. Data analysis techniques to test hypotheses used the Spearman rank correlation test using the variable Brand Trust (X1), Personality Agreeableness (X2) and Customer Loyalty (Y) Relationships of Vans shoes users. The results of this study indicate that (1) There is a significant relationship between Brand Trust and Agreeableness personality towards Customer Loyalty for Vans shoes users in South Jakarta with a correlation value of 0.750 with a p-value of 0.000 <0.05. (2) There is a significant relationship between the relationship of Agreeableness Personality to Customer Loyalty on Vans shoes users with a correlation value of 0.132 with a pvalue of 0.132 <0.05. Keyword’s :Brand Trust, Personality Agreeableness, Customer Loyalty Tujuan pembuatan skripsi ini yaitu (1) Mengetahui adakah hubungan Brand Trust pengguna sepatu Vans terhadap Customer Loyalty dan (2) Mengetahui adakah hubungan kepribadian Agreeableness terhadap Customer Loyalty. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan teknik pengumpulan data yaitu menggunakan kuesioner. Sampel dalam penelitian ini adalah generasi milenial yang mengetahui maupun pengguna sepatu Vans dengan sampel 400 responden. Teknik analisa data untuk menguji hipotesis menggunakan uji korelasi rank spearman dengan menggunakan variabel Brand Trust(X1), Kepribadian Agreeableness (X2) dan Hubungan Customer Loyalty (Y) pengguna sepatu Vans. Hasil penelitian ini menunjukkan bahwa (1) Terdapat hubungan yang signifikan antara Brand Trust dan kepribadian Agreeableness terhadap Customer Loyalty pada pengguna sepatu Vans di Jakarta Selatan dengan nilai korelasi sebesar 0.750 dengan p-value 0.000 < 0.05. (2) Terdapat hubungan yang signifikan antara hubungan Kepribadian Agreeableness terhadap Customer Loyalty pada pengguna sepatu Vans dengan nilai korelasi sebesar 0.132 dengan p-value 0.132 < 0.05. Kata Kunci : Kepercayaan Merek (Brand Trust), Kepribadian Agreeableness, Loyalitas Pelanggan (Customer Loyalty)
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