DAFTAR ISI

Kata Pengantar............................................................................................. ii

Daftar Isi ....................................................................................................... iii

BAB I PENDAHULUAN

1.1. LatarBelakang ......................................................................................... 1

1.2. RumusanMasalah .................................................................................... 4
1.3. TujuanPenelitian ..................................................................................... 4
1.4. Kegunaan Penelitian................................................................................ 4
1.5. Hipotesis Penelitian................................................................................. 5
1.6. Definisi Operasional Variabel ................................................................. 6

BAB II STUDI LETERATUR

2.1.Deskripsi Teori .........................................................................................

2.1.1.Ekuitas Merek ................................................................................ 8

2.1.2.Kepercayaan Merek ....................................................................... 9

2.1.3.Kepuasan Konsumen...................................................................... 12

2.1.4.Niat Membeli Kembali...................................................................

2.2. Penelitian Terdahulu ...............................................................................

2.3. Kerangka Konseptual .............................................................................. 15

BAB III METODE PENELITIAN

3.1. Rancangan Penelitian .............................................................................. 17

3.2. Populasi dan Sampel ............................................................................... 17

3.2.1. Populasi ......................................................................................... 17

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 3.2.2. Sampel ........................................................................................... 18

3.3. Instrumen Penelitian................................................................................ 19

3.4. Pengumpul Data ...................................................................................... 19

3.4.1. Data Primer ................................................................................... 19

3.4.2. Data Sekunder ............................................................................... 20

3.5. Uji Instrumen Penelitian ......................................................................... 20

3.5.1. Uji Validitas .................................................................................. 20

3.5.2. Uji Reliabilitas .............................................................................. 20

3.6. Uji Asumsi Klasik ................................................................................... 21

3.6.1. Uji Normalitas ............................................................................... 21

3.6.2. Uji Heteroskedastisitas ................................................................. 21

3.6.3. Uji Multikolinearitas .................................................................... 22

3.7. Analisis Regresi Linear Berganda ........................................................... 22

3.8. Uji Hipotesis............................................................................................ 23

3.8.1. Uji t...................................................................................................... 23

DAFTAR PUSTAKA

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