Pengaruh Visualisasi Periklanan, Citra Merek dan Nilai Pelanggan Terhadap Kepuasan Pelanggan dan Loyalitas Merek
| Main Authors: | Aliffianto, Achmad Yanu, Riyanto, Darwin Yuwono |
|---|---|
| Format: | Proceeding PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2013
|
| Subjects: | |
| Online Access: |
https://repository.dinamika.ac.id/id/eprint/564/1/2013-MGP-01.pdf https://repository.dinamika.ac.id/id/eprint/564/ |
Daftar Isi:
- This study was conducted to investigate the structural relationship between advertising design, brand image and customer value on customer satisfaction and brand loyalty, as well as to discover the attributes of advertising designs that have the greatest role in creating customer satisfaction and establish brand loyalty. Lots of studies on customer satisfaction and customer loyalty to a brand. But they rarely put confidence in the brand among customer satisfaction and customer loyalty. Direct relationship between customer satisfaction and loyalty of customers is usually synonymous with the occurrence of repeat purchases. Various empirical studies outline that customer satisfaction and customer loyalty to the brand is the two constructs are related. Customer satisfaction and customer loyalty to the brand is also influenced by brand image and customer value.