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PENGARUH IDENTITAS MEREK, KOMITMEN MEREK, KECINTAAN MEREK DAN CITRA MEREK TERHADAP KOMUNIKASI MULUT KE MULUT PRODUK PERAWATAN KULIT NATASHA SKIN CARE DI SURABAYA

AHDAH, RIZQIYAH (2015) PENGARUH IDENTITAS MEREK, KOMITMEN MEREK, KECINTAAN MEREK DAN CITRA MEREK TERHADAP KOMUNIKASI MULUT KE MULUT PRODUK PERAWATAN KULIT NATASHA SKIN CARE DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.

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RIZQIYAH AHDAH_9888_ARTIKEL ILMIAH.pdf

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RIZQIYAH AHDAH_9888_Cover.pdf

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RIZQIYAH AHDAH_9888_BAB I.pdf

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RIZQIYAH AHDAH_9888_BAB II.pdf

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RIZQIYAH AHDAH_9888_BAB III.pdf
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RIZQIYAH AHDAH_9888_BAB IV.pdf
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RIZQIYAH AHDAH_9888_BAB V.pdf

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RIZQIYAH AHDAH_9888_Lampiran.pdf
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Abstract

The purpose of this study is to test the effect of brand identity, brand commitment, brand love and brand image on word of mouth communication in Natasha Skin Care Surabaya. The model and hypotheses are tested with a sample of 120 consumers. Data were analysed through confirmatory factor analysis dan structural equation modelling. The results find that brand image and brand love have positive significant influence to brand commitment, and between brand image has positive significant influence to word of mouth communication. Keywords : Brand identity, Brand commitment, Brand love, Brand Image, Word of Mouth communication

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.83 - MARKET RESEARCH
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 21 Jul 2016 10:15
Last Modified: 21 Jul 2016 10:15
URI: http://eprints.perbanas.ac.id/id/eprint/100

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