Pengaruh brand personality terhadap brand loyalty melalui customer satisfaction (studi pada mahasiswa FISIP UI pengguna blackberry
| Main Author: | Anneke Puspa Calliandra, author |
|---|---|
| Format: | Bachelors Doctoral |
| Terbitan: |
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia
, 2012
|
| Subjects: | |
| Online Access: |
http://lib.ui.ac.id/file?file=digital/20285768-S-Anneke Puspa Calliandra.pdf |
| ctrlnum |
20285768 |
|---|---|
| fullrecord |
<?xml version="1.0"?>
<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><title>Pengaruh brand personality terhadap brand loyalty melalui customer satisfaction (studi pada : mahasiswa FISIP UI pengguna blackberry</title><creator>Anneke Puspa Calliandra, author</creator><type>Thesis:Bachelors</type><place/><publisher>Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia</publisher><date>2012</date><description>[<b>ABSTRAK</b><br>
Brand personality merupakan suatu strategi pemasaran yang potensial untuk meningkatkan loyalitas konsumen terhadap suatu merek tertentu. Hal ini terutama berlaku pada produk high involvement. Tujuan dari penelitian ini adalah untuk
mengetahui bagaimana pengaruh brand personality terhadap brand loyalty melalui kepuasan konsumen. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada 200 mahasiswa FISIP UI, dengan analisa eksplanatif
dan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa brand
personality memiliki pengaruh yang tidak signifikan terhadap brand loyalty melalui customer satisfaction.
<hr>
<b>ABSTRACT</b><br>
Brand personality is a potential marketing strategy to increase consumer loyalty towards a particular brand. This is especially true in high-involvement products. The objective of this study was to determine how the influence of brand personality on brand loyalty through customer satisfaction. This study uses a quantitative approach
by distributing questionnaires to 200 FISIP UI students, with explanative analysis and
Structural Equation Model (SEM). The results showed that brand personality has no significant influence on brand loyalty through customer satisfaction, Brand personality is a potential marketing strategy to increase consumer loyalty
towards a particular brand. This is especially true in high-involvement products. The
objective of this study was to determine how the influence of brand personality on
brand loyalty through customer satisfaction. This study uses a quantitative approach
by distributing questionnaires to 200 FISIP UI students, with explanative analysis and
Structural Equation Model (SEM). The results showed that brand personality has no
significant influence on brand loyalty through customer satisfaction]</description><subject>Brand loyalty.</subject><subject>Brand choice.</subject><identifier>20285768</identifier><source>http://lib.ui.ac.id/file?file=digital/20285768-S-Anneke Puspa Calliandra.pdf</source><recordID>20285768</recordID></dc>
|
| format |
Thesis:Bachelors Thesis Thesis:Doctoral |
| author |
Anneke Puspa Calliandra, author |
| title |
Pengaruh brand personality terhadap brand loyalty melalui customer satisfaction (studi pada : mahasiswa FISIP UI pengguna blackberry |
| title_sub |
mahasiswa FISIP UI pengguna blackberry |
| publisher |
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia |
| publishDate |
2012 |
| topic |
Brand loyalty Brand choice |
| url |
http://lib.ui.ac.id/file?file=digital/20285768-S-Anneke Puspa Calliandra.pdf |
| contents |
[<b>ABSTRAK</b><br>
Brand personality merupakan suatu strategi pemasaran yang potensial untuk meningkatkan loyalitas konsumen terhadap suatu merek tertentu. Hal ini terutama berlaku pada produk high involvement. Tujuan dari penelitian ini adalah untuk
mengetahui bagaimana pengaruh brand personality terhadap brand loyalty melalui kepuasan konsumen. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada 200 mahasiswa FISIP UI, dengan analisa eksplanatif
dan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa brand
personality memiliki pengaruh yang tidak signifikan terhadap brand loyalty melalui customer satisfaction.
<hr>
<b>ABSTRACT</b><br>
Brand personality is a potential marketing strategy to increase consumer loyalty towards a particular brand. This is especially true in high-involvement products. The objective of this study was to determine how the influence of brand personality on brand loyalty through customer satisfaction. This study uses a quantitative approach
by distributing questionnaires to 200 FISIP UI students, with explanative analysis and
Structural Equation Model (SEM). The results showed that brand personality has no significant influence on brand loyalty through customer satisfaction, Brand personality is a potential marketing strategy to increase consumer loyalty
towards a particular brand. This is especially true in high-involvement products. The
objective of this study was to determine how the influence of brand personality on
brand loyalty through customer satisfaction. This study uses a quantitative approach
by distributing questionnaires to 200 FISIP UI students, with explanative analysis and
Structural Equation Model (SEM). The results showed that brand personality has no
significant influence on brand loyalty through customer satisfaction] |
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Universitas Indonesia |
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JAWA BARAT |
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