The analysis of influence brand awareness, brand image, service quality, and price premium toward customer loyalty of pre paid card products (case study on the user of telkomsel pre paid card products lived at the east Ciputat)
| Main Author: | BARULLOH, Ade Faridz |
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| Format: | Bachelors |
| Terbitan: |
Fakultas Ekonomi dan Bisnis
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| Subjects: |
Daftar Isi:
- This study aims to analyze the influence of brand awareness, brand image, service quality and price premium toward customer Loyalty in Telkomsel prepaid card product users in the South Tangerang at district of East Ciputat. This empirical research needs to be done by placing brand awareness, brand image, service quality and price premium as an important variable to consider in determining the strategy to be implemented. on the other hand, the development of telecommunications companies are increasingly numerous and varied, or the higher the competition, then it is very necessary efforts to determine the factors that affect customer loyalty. Data were collected from 100 respondents who specified a judgmental sampling technique. The data collection is done by distributing questionnaires to the respondents in accordance with the purpose of research. For the research, the author use multiple regression for analyzing which has four selected independent variable such as brand awareness, brand image, service quality and price premium. Respondent in this study is the consumers who use Telkomsel prepaid card Products that exists on South Tangerang at district East Ciputat. The data were processed with SPSS. The results of this study indicate that the presence of a positive and significant influence between service quality and price premium on customer loyalty. While brand awareness and brand image do not have negative significant influence toward customer loyalty. Significant influence of customer loyalty is 43.0 % can be explained by all of the four independent variables: brand awareness, brand image, service quality, and price premium. However the others 57.0 % are explained by other factors those are not calculated in this research.