Pengaruh Kesadaran Merek dan Kepercayaan Merek Terhadap Loyalitas Pelanggan WINSTON Indonesia
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Abstract
The research was carried out quantitatively, using techniques of causal analysis with the method of Structural Equation Model – Partial Least Square SEM-PLS with as many as 100 respondents. Engineering data retrieval is performed also with non-probability sampling, purposive sampling technique. The survey results revealed that Brand awareness and Brand trust influencing Loyalty customer of WINSTON Indonesia. The dominant influence is Brand trust to Loyalty customer.
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