PENGARUH CITRA MEREK DAN SIKAP TERHADAP MEREK TERHADAP LOYALITAS KONSUMEN COCA COLA SURVEI PADA KONSUMEN MINUMAN BERKARBONASI MEREK COCA COLADI SEVEN ELEVEN JAKARTA UTARA

JUNMIADI, ACHMAL (2014) PENGARUH CITRA MEREK DAN SIKAP TERHADAP MEREK TERHADAP LOYALITAS KONSUMEN COCA COLA SURVEI PADA KONSUMEN MINUMAN BERKARBONASI MEREK COCA COLADI SEVEN ELEVEN JAKARTA UTARA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Achmal Junmiadi, 2014; The Effect of Brand Image and Attitude Toward Brand To Consumer Loyalty Of Coca Cola. Survey of Consumer Brand Carbonated Beverages of Coca Cola in Seven Eleven Kelapa Gading North Jakarta. Undergraduate Thesis: Jakarta, Concentration of Marketing Management, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory team: Setyo Ferry Wibowo, SE., M.Si. &Dra. Basrah Saidani, SE., M.Si The purpose of this study is : 1 ) Knowing description of the brand image , attitude toward the brand , and customer loyalty Coca Cola brand carbonated beverages . 2 ) To examine empirically the effect of brand image on consumer loyalty Coca Cola carbonated drinks . 3 ) To examine empirically the effect of attitudes on consumer loyalty to the brand Coca Cola . 4 ) To examine empirically the effect of brand image , attitude toward the brand loyalty of consumers simultaneously against Coca Cola brand carbonated beverages . The analysis conducted in this research is descriptive and causal analysis . The study was conducted on 100 consumers of Coca Cola brand carbonated drinks that are in Seven Eleven Kelapa Gading , North Jakarta , while the technique of data collection is done by distributing questionnaires , which are then processed using SPSS 17. The analysis revealed that brand image has positive and significant effect on consumer loyalty , and attitude toward the brand was also positive and significant effect on consumer loyalty . Then together or simultaneously , brand image and brand attitudes toward positive and significant effect on consumer loyalty . The empirical findings indicate that in order to create and maintain customer loyalty , brand carbonated beverage company Coca- Cola needs to consider factors such as brand image and attitude towards the brand because of the factors shown to affect consumer loyalty Coca Cola brand carbonated beverages . keywords : Brand Image , Attitude Toward The Brand , Consumer Loyalty

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