SKRIPSI ANALISIS PENGARUH BRAND IDENTIFICATION DAN BRAND AWARENESS TERHADAP BRAND SATISFACTION DAN BRAND TRUST SERTA IMPLIKASINYA TERHADAP BRAND LOYALTY PADA PENGGUNA SMARTPHONE MEREK OPPO DI KOTA SAMARINDA --

ABSTRACT
The purpose of this study was to analyze and prove the influence of Brand Identification on Brand Satisfaction on Oppo brand smartphone users in the city of Samarinda, influence of Brand Awareness on Brand Satisfaction on Oppo brand smartphone users in the city of Samarinda, Brand Identification on Brand Trust with Oppo brand smartphone users in the city of Samarinda, Brand Identification influence on Brand Trust on Oppo brand smartphone users in the city of Samarinda, the influence of Brand Identification on Brand Loyalty on Oppo brand smartphone users in the city of Samarinda, the influence of Brand Awareness on Brand Loyalty to Oppo brand smartphone users in the city of Samarinda, the influence of the Brand Satisfaction on Brand Trust on Oppo brand smartphone users in the city of Samarinda, and the influence of Brand Satisfaction on Brand Loyalty on Oppo brand smartphone users in the city of Samarinda, the influence of Brand Trust on Brand Loyalty on Oppo brand smartphone users in the city of Samarinda. And this study uses a survey method with 152 samples scattered in the city of Samarinda with the sampling technique Accidental Sampling Method. Respondents were only by distribusing online questionnaires. Data from respondents (Primary Data) are then tabulated and tested using statistical methods. Data is collected using research aids (questionnaires) that have been tested for validity and reliability. From the results of the test all instruments of the research question were declared valid (coefficient value> 0.30) and stated reliably (negative value> 0.60).
The results of the study after statistical tests using SEM-AMOS version 5.0 showed that the following results Brand Identification significantly affected Brand Satisfaction on Oppo brand smartphone users in the city of Samarinda, Brand Awareness had a significant effect on Brand Satisfaction on Oppo brand smartphone users in the city of Samarinda, Brand Identification was not significant effect on Brand Trust on Oppo brand smartphone users in the city of Samarinda, Brand Awareness was not significant effect on Brand Trust on Oppo brand smartphone users in the city of Samarinda, Brand Identification has significant effect on Brand Loyalty on Oppo brand smartphone users in the city of Samarinda, Brand Awareness has a significant effect on Brand Loyalty in Oppo brand smartphone users in the city of Samarinda, Brand Satisfaction has a significant effect on Brand Trust on Oppo brand smartphone users in the city of Samarinda, Brand Satisfaction has negative not significant effect on Brand Loyalty on Oppo brand smartphone users in the city of Samarinda, and Brand Trust has a significant effect on Brand Loyalty on Oppo brand smartphone users in the city of Samarinda.
Keyword: Brand Identification, Brand Awareness, Brand Satisfaction, Brand Trust, Brand Loyalty