PENGARUH TWITTER, MANAJEMEN KESAN DAN SIKAP PENGGUNA MEREK TERHADAP KEPERCAYAAN MEREK DAN LOYALITAS MEREK INDOSAT IM3 PADA MAHASISWA STEIN

Mustaqiana Laras Handayani; Meylani Tuti

Mustaqiana Laras Handayani STIE Pariwisata Internasional
Meylani Tuti STIE Pariwisata Internasional

Keywords: Twitter, impression management, user brand, brand trust, brand loyalty

Abstract

This study aimed to determine the effect of variable twitter, impression management and brand users either partially or jointly on brand trust and brand loyalty. The population used in this study were students STEIN. This research was conducted by using path analysis with SPSS (Statistical Package for Social Sciences) version 20 and the samples in this study were 20 respondents using probability sampling is simple random sampling. Data were collected through questionnaires, then analyzed statistically. The results of this study indicate that twitter directly influence brand trust and brand loyalty. Impression management is not directly influence brand trust and brand loyalty. Users brands direct effect on brand trust, but does not directly influence brand loyalty. Brand trust no significant effect on brand loyalty.