The Effect Of Brand Prestige, Hedonic Value, Consumer Happiness, And Loyalty On Vespa Motorcycle Users In East Java

Prasasti, Intan Emilia (2023) The Effect Of Brand Prestige, Hedonic Value, Consumer Happiness, And Loyalty On Vespa Motorcycle Users In East Java. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.

[img] Text
ARTIKEL ILMIAH.pdf
Restricted to Registered users only
Download (279kB)
[img] Text
COVER.pdf
Restricted to Registered users only
Download (603kB)
[img]
Preview
 Text
BAB I.pdf
Download (103kB) | Preview
[img]
Preview
 Text
BAB II.pdf
Download (206kB) | Preview
[img] Text
BAB III.pdf
Restricted to Registered users only
Download (163kB)
[img] Text
BAB IV.pdf
Restricted to Registered users only
Download (322kB)
[img]
Preview
 Text
BAB V.pdf
Download (101kB) | Preview
[img] Text
LAMPIRAN.pdf
Restricted to Registered users only
Download (809kB)

Abstract

Brand Prestige is a brand that has a unique brand that can change status (certainly) which is marked by the quality and performance of a specially labeled product. Hedonic value is an assessment that is carried out subjectively and individually from shopping activities to seek pleasure and entertainment whose pleasure value is obtained by customers when buying products or services. Consumer happiness is consuming goods or services which translates into satisfaction levels that have a positive influence on their lives. Loyalty is a consumer who is loyal to a brand as a choice compared to choosing another brand in a product category. The number of respondents in this study were 110 respondents from several areas of East Java with criteria <19 -> 40 years who had used a Vespa motorbike for at least two months. Respondents were selected by means of purposive sampling. With data analysis techniques using SPSS stats 25 and WarpPLS 8.0. The results of this study prove that Brand Prestige has a positive effect on Hedonic Value, while Hedonic Value has a positive effect on Loyalty, and Consumer Happiness has a positive effect on positive towards Loyalty. Keywords: Brand Prestige, Hedonic Value, Consumer Happiness, Loyalty

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 330 - ECONOMICS
Divisions: Bachelor of Management
Depositing User: INTAN EMILIA
Date Deposited: 22 Dec 2023 04:22
Last Modified: 22 Dec 2023 04:22
URI: http://eprints.perbanas.ac.id/id/eprint/11710

Actions (login required)

View Item View Item