PENGARUH CITRA MEREK DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN (SurveipadaPembeliTasMerek “Guess” di Mal KelapaGading)

ADVISARI, HELLENA (2013) PENGARUH CITRA MEREK DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN (SurveipadaPembeliTasMerek “Guess” di Mal KelapaGading). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Hellena Advisari,, 2013; The Influence of Brand Image and Customer Satisfication towards Customer Loyalty to Buyer of “Guess” bag in Mal Kelapa Gading. Undergraduate Thesis: Jakarta, Concentration of Marketing Management, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory team: Dr. Mohamad Rizan, SE., MM. & Dra. Basrah Saidani, M.Si.. The purposes of this research are: 1) To know the description of brand image and customer satisfication towards customer loyalty buyer of “Guess” bag in Mal Kelapa Gading. 2) To know the influence of brand image towards customer loyalty buyer of “Guess” bag in Mal Kelapa Gading. 3) To know the influence of customer satisfication towards customer loyalty buyer of “Guess” bag in Mal Kelapa Gading. 4) To know the influence of brand image and customer satisfication simultaneously towards customer loyalty buyer of “Guess” bag in Mal Kelapa Gading. The analysis implemented in this research are descriptive and causal analysis. This research is taken 148 costumers of after their transaction and buying at least 3 times on year, while data was collected by using questionnaire and processed using SPSS 19. The result shows that partially brand image has a positive and significant impact toward customer loyalty. Then, partially customer satisfication also has a positive and significant impact toward customer loyalty. Simultaneously, brand image and customer satisfication have a positive and significant impact toward customer loyalty. The empirical findings indicate that to create and improve the customer loyalty, “Guess” bag Company need to consider brand image and customer satisfication because those factors shown to affect the level of job loyalty. Keywords: Brand Image, Customer Satisfaction, Customer Loyalty

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Dr. Mohamad Rizan, SE, MM ; Pembimbing II: Dra. Basrah Saidani, M.Si
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Layanan Kantor (Office Services)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Pabrik (Plant Manajemen)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Kontrol dan Kualitas (Control and Quality Management)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Budi Siswanto
Date Deposited: 23 Jan 2018 07:34
Last Modified: 23 Jan 2018 07:34
URI: http://repository.fe.unj.ac.id/id/eprint/2735

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