PENGARUH BRAND AWARENESS DAN KUALITAS RODUK TERHADAP LOYALITAS KONSUMEN AIR MINUM DALAM KEMASAN MEREK “VIRO” (Survei Pada Mahasiswa Jurusan Akuntansi Fakultas Ekonomi Angkatan 2010 Universitas Negeri Jakarta)

DEWI, EWITH PUSPITA (2013) PENGARUH BRAND AWARENESS DAN KUALITAS RODUK TERHADAP LOYALITAS KONSUMEN AIR MINUM DALAM KEMASAN MEREK “VIRO” (Survei Pada Mahasiswa Jurusan Akuntansi Fakultas Ekonomi Angkatan 2010 Universitas Negeri Jakarta). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Ewith Puspita Dewi, 2010; Effect of Brand Awareness and Product Quality Of Consumer Loyalty Drinking Water Brand "Viro" (Survey of the Student Accounting Department of Economics Faculty 2010 of the State University of Jakarta). The broad objective of this study is 1). To get a description of brand awareness and product quality and consumer loyalty. 2). To analyze the effect of brand awareness on consumer loyalty Viro product. 3). To analyze the effect of product quality will affect consumer loyalty to the product Viro. 4). To analyze the effect of brand awareness and customer loyalty product quality Viro product. The number of students of the faculty of Economics Accounting 2010 State University of Jakarta force is as much as 168 students. By using Slovin calculation then the sample is as many as 118 students who were respondents in this study. Descriptive analysis results indicate: a.) Brand awareness and product quality has a positive and negative values respectively. b). brand awareness affects consumer loyalty. c). product quality affects customer loyalty. d). Brand awareness and product quality jointly influence consumer loyalty. The results of hypothesis testing indicate: 1).Variable Brand Awareness (X1) positive effect on customer loyalty. 2). Variable Product Quality (X2) positive effect on consumer loyalty. Brand Awareness (X1) and Product Quality (X2) jointly influence the Consumer Loyalty (Y). Brand Awareness and product quality affect customer loyalty by 4.2%.While the remaining 95.8% are influenced or explained by other variables not included in this research model. Suggestions to Improve the business proposed is aimed to introduce the brand (Viro) to the community. By increasing the intensity of your ads or promotions in both the mass media, electronic and internet. Keywords: Brand Awareness, Product Quality and Consumer Loyalty.

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