Pengaruh Brand Characteristic, Company Characteristic, dan Consumer-Brand Characteristic Pada Brand Loyalty (Studi Kasus : Handphone Sony Ericsson di Universitas Kristen Maranatha, Bandung)

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)
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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