Peran Keluarga dalam Membentuk Asosiasi Merek dan Persepsi Kualitas dan Pengaruhnya Terhadap Loyalitas Merek (Studi kasus : Produk Convenience)

Daud, Islahuddin and Ghasarma, Reza (2013) Peran Keluarga dalam Membentuk Asosiasi Merek dan Persepsi Kualitas dan Pengaruhnya Terhadap Loyalitas Merek (Studi kasus : Produk Convenience). [Experiment]

[img]
Preview
PDF (Laporan Penelitian) - Published Version
Download (456Kb) | Preview

    Abstract

    This study attempts to examine how the role of the family in shaping the brand association and perceived quality and its effect on brand loyalty. In conducting the study, researchers used a descriptive conclusive research in a single cross-sectional shape. Conclusive research is used to test specific hypotheses and test the connection. The samples used were public users everyday products that are as many as 100 people in the city of Palembang respondents using convenience sampling method. The analysis used in this study is to see the influence of regression analysis between variables. Results of the study show the family plays a role in shaping the brand association and perceived quality, and brand associations and perceived quality effect on brand loyalty. While the dominant variable influencing brand loyalty is the association. Keyword : Family, Brand association, Perceive quality, and Brand Loyalty

    Item Type: Experiment
    Subjects: H Social Sciences > HC Economic History and Conditions
    Divisions: Faculty of Economics > Department of Management
    Depositing User: Reza Ghasarma, SE, MM, MBA
    Date Deposited: 06 Mar 2014 10:09
    Last Modified: 06 Mar 2014 10:09
    URI: http://eprints.unsri.ac.id/id/eprint/3517

    Actions (login required)

    View Item