ANALISIS PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUASAN KONSUMEN (Studi Kasus Pada Konsumen Pengguna Pembalut Wanita Laurier Di Semarang)
Daftar Isi:
- The consumer increased demand reflects the pads product women against competition in the industry intensifies, some brands of sanitary napkins contained the market Cham, Laurier, Softex, Kotex and Hers Protex. For the comfort women use sanitary napkins is the main thing. Of the product getting a hearts of women is the brand Laurier sanitary napkins. Recognizing the importance of customer satisfaction, Laurier continues to strengthen its brand equity so it is always in demand by female customers. The formulation of the problem in this research is how the influence of brand equity consisting of brand image and brand attitudes towards customer satisfaction, especially in sanitary napkins Lourier. Methods of data collection is done by surveys and questionnaires, the model analyzed using descriptive and statistical analysis. For statistical analysis tools used are validity, reliability and classical assumption. Statistical analysis using the 130 respondents were grouped using a range of scales. Hypothesis to variable brand image, brand attitude and brand equity research proves the influence of brand image and brand attitude positive effect on brand equity and customer satisfaction. Keywords: brand equity, brand image, brand attitude and sanitary napkins