SIKAP MEREK, PERCEIVED QUALITY, DAN PRESTISE MEREK TERHADAP ADVOKASI MEREK MELALUI KEPERCAYAAN MEREK PADA KLINIK GIGI ORTODONTI DI JAKARTA

Vinna Lovely Hendika, Sri Vandayuli Riorini

Abstract


The background of this research was to trust a brand; a consumer will have on brand attitude. Brand
attitude is an overall evaluation of the consumer to the brand. Of a positive assessment of a brand can
lead customers into believing the service that is given so that the company believes this attitude that led
to patient satisfaction and intend to go back again using the same service. Brand Trust is the impact of
Brand Advocacy, Brand Attitude, Brand Prestige and Perceived Quality. When a trusted brand that has
prestige in this case may lead consumers to buy products or services feel it again and then the attitude
of loyalty was formed. With the level of consumer loyalty can give a positive attitude toward the brand,
which consumers can trust and be advocates in defending the brand.
The objectives of this research were to analyze the effect of brand attitude, perceived quality and
brand prestige of the brand trust. And analyze the effect of brand attitude, perceived quality and
brand prestige on brand advocacy.
The design of this research applies hypothesis Testing aimed to examine the relationship between the
variables studied. Sample as many as 170 patients were examined you’ve ever come to a particular
orthodontic dental clinic. The sampling technique used was purposive sampling. Model used is based
on research criteria.
Data analysis used in this research was collected by questionnaire technique, namely by providing a
written statement to the respondent. Furthermore, the respondents to respond to the statement given.
Questionnaires were administered are closed and where the answer is already available. In this study
before distributing questionnaires to test the validity and reliability of the research instrument in order
to obtain a valid measurement tool and reliable.
The result of this research concludes that Brand Trust is the impact of Brand Advocacy, Brand Attitude,
brand prestige and Perceived Quality. When satisfied customers or patients of a product will
automatically arise WOM (Word of Mouth). WOM provide significant assessment of the customer
ratings. Action in Brand Advocacy WOM is associated with customers who already believe or trust the
company’s brand because customers feel satisfied.
Keywords :Brand Attitude, Perceived Quality, Brand Prestige, Brand Advocacy, Brand Trust, Word of
Mouth


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DOI: http://dx.doi.org/10.25105/jmpj.v7i2.804

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