PENGARUH CITRA MEREK DAN PERSEPSI KUALITAS TERHADAP LOYALITAS MEREK (Studi Pada Pengguna Kartu SimPATI di Grapari Malang)
| Main Author: | Purnomo, Tatak Dwi |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/60244/1/pendahuluan%20baru.pdf http://eprints.umm.ac.id/60244/2/BAB%20I.pdf http://eprints.umm.ac.id/60244/3/BAB%20II.pdf http://eprints.umm.ac.id/60244/4/BAB%20III.pdf http://eprints.umm.ac.id/60244/5/BAB%20IV.pdf http://eprints.umm.ac.id/60244/6/BAB%20V.pdf http://eprints.umm.ac.id/60244/7/LAMPIRAN.pdf http://eprints.umm.ac.id/60244/ |
Daftar Isi:
- This study aims to describe brand loyalty, brand image, and perceived quality; examine the effect of brand image and perceived quality simultaneously on brand loyalty; examine the effect of brand image on brand loyalty; examine the effect of perceived quality on brand loyalty; examine the dominant variable influencing brand loyalty. The data collection techniques used was questionnaire. Total sample 100 people taken by purposive sampling. Furthermore, the data were analysed by using a range of scales scale and multiple linear regression analysis. The results showed brand loyalty high category, brand image and perceived quality category medium; brand image and perceived quality simultaneously affect brand loyalty; brand image has a positive and significant effect on brand loyalty; perceived quality has a positive and significant effect on brand loyalty; brand image variables have a dominant influence on brand loyalty.