Shanti, Shanti ( 0452165 ) (2009) Pengaruh Brand Characteristic, Company Characteristic, dan Consumer-Brand Characteristic Pada Brand Loyalty (Studi Kasus : Handphone Sony Ericsson di Universitas Kristen Maranatha, Bandung). Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Bagi perusahaan, Brand Characteristic dan company Characteristic memiliki manfaat yang saling berkaitan dengan kepercayaan merek meliputi diramalkan, mempunyai reputasi, dan kompeten. Dengan ini penelitian adalah merek handphone Sony ericsson . Sampel yang digunakan adalah orang-orang yang menggunakan handphone Sony Ericsson dan tidak berganti ke merek lain. Metode analisis data yang digunakan adalah metode regresi berganda dengan bantuan program SPSS versi 11.5 . Instrumen penelitian ini merupakan adopsi dari penelitian (Riana, 2008). Berdasarkan hasil pengujian hipotesis, menunjukkan brand characteristic dan company characteristic berpengaruh pada brand loyalty sebesarar 30.4% sedangkan consumer-brand characteristic tidak berpengaruh pada brand loyalty.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Brand Loyalty, Brand Characteristic, Company Characteristic, dan Consumer-Brand Characteristic. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor 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: | 03 Dec 2015 09:48 |
| Last Modified: | 03 Dec 2015 09:48 |
| URI: | http://repository.maranatha.edu/id/eprint/17773 |
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