Nagoro, Ahmad Sholehan (2025) Pengaruh customer perceived ethicality dan brand image terhadap loyalty dengan trust sebagai variabel mediasi (studi kasus fenomena boikot pada produk aqua di kalangan mahasiswa gen z Kota Malang) / Ahmad Sholehan Nagoro</p>. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
p Customer Perceived Ethicality (CPE) and Brand Image are increasingly vital in maintaining consumer loyalty especially amid brand crises such as boycotts. This study aims to examine the effect of CPE and Brand Image on Loyalty with Trust as a mediating variable. A quantitative approach was used with data collected through an online survey involving 317 Gen Z respondents familiar with the Aqua product boycott. Data were analyzed using SEM-PLS via SmartPLS software. The findings show that CPE and Brand Image positively and significantly influence Trust and Loyalty. Trust was found to partially mediate the relationship between CPE and Loyalty and partial mediate the relationship between Brand Image and Loyalty. The results emphasize the importance for companies to uphold ethical values and maintain a strong brand image to retain consumer loyalty particularly among the socially conscious Gen Z in Malang City /p
| Item Type: | Thesis (Diploma) |
|---|---|
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | library UM |
| Date Deposited: | 16 Jun 2025 04:29 |
| Last Modified: | 09 Sep 2025 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/422835 |
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