Martha, Carla Citra (0552063) (2009) Pengaruh Brand Personality terhadap Loyalitas Konsumen Sabun Mandi Cair LUX (Studi Kasus pada Mahasiswi Pengguna LUX Body Wash di Fakultas Ekonomi Universitas Kristen Maranatha Bandung). Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Brand personality is the specific mix of human traits that may be attributed to a particular brand to create the bond between customer and brand since there are similar personality between customer and brand, so it will lead to loyalty. The purpose of this research is : know the brand Personality of LUX Body Wash at Study at Maranatha Christian University student’s Faculty of Economics , know the degree of LUX Body Wash customer loyalty Study at Maranatha Christian University student’s Faculty of Economics and to know the influence of brand personality at Maranatha Christian University student’s Faculty of Economic. The method had been used in this research is descriptive and verificative. The effect of brand personality on degree loyalty of the consumers is examined statistically by correlation of rank spearman, the data processing had been carried out by software of SPSS 12.0 for windows. Based on the research could be know the degree of relation for brand personality LUX Body Wash with the customer loyaltyStudy at Maranatha Christian University student’s Faculty of Economics. And influence of brand personality was getting value for 43,29%, and the remains for 56,71% influenced by the other factor like price, income and promotion factors.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Brand Personality, Customer Loyalty |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 23 Oct 2015 11:09 |
| Last Modified: | 18 Jan 2016 06:57 |
| URI: | http://repository.maranatha.edu/id/eprint/16229 |
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