SKRIPSI PENGARUH BRAND COMMUNICATION DAN BRAND EQUITY TERHADAP BRAND SATISFACTION, BRAND TRUST DAN BRAND LOYALTY PADA PENGGUNA PEPSODENT DI KOTA SAMARINDA --

ABSTRACT
The purpose of this study was to analyze and prove the effect of Brand
Communication and Brand Equity on Brand Satisfaction and Brand Trust and
Brand Loyalty on Pepsodent users in Samarinda City. And this study uses a
survey method with the aim of this study is to analyze and prove the effect of
Brand Communication on Brand Satisfaction on Pepsodent users in Samarinda
City, the effect of Brand Equity on Brand Satisfaction on Pepsodent users in
Samarinda City, the effect of Brand Communication on Brand Trust on users.
Pepsodent in Samarinda City, the effect of Brand Equity on Brand Trust on
Pepsodent users in Samarinda City, the effect of Brand Communication on Brand
Loyalty on 162 sample users spread across the city of Samarinda with the
Accidental Sampling Method sampling technique. Respondents were only
interviewed once when they met (Cross Section). Data from respondents
(Primary Data) were then tabulated and tested using statistical methods. Data
were collected using research tools (questionnaires) which have been tested for
validity and reliability. From the test results, all research question instruments
were declared valid (coefficient value > 0.30) and declared reliable (alpha value >
0.60).
Keyword: Brand Communication, Brand Equity, Brand Satisfaction, Brand Trust,
Brand Loyalty