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PENGARUH PERSEPSI NILAI, EMOTIONAL BRANDING, KEPERCAYAAN MEREK TERHADAP LOYALITAS PENGGUNA SEPEDA MOTOR SUZUKI DI SURABAYA

PAMBUDIONO, BAGUS (2013) PENGARUH PERSEPSI NILAI, EMOTIONAL BRANDING, KEPERCAYAAN MEREK TERHADAP LOYALITAS PENGGUNA SEPEDA MOTOR SUZUKI DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Competitive market is becoming an increasingly tight. Many companies that engaged competing to gain a large market share. Strategy marketing is one that used to get a lot of customers. Creating customers is the main goal for the company. Not only selling products and consumers buy, but how consumers want to buy the same product again or another, but with the same brand. This research aimed to acknowledge the effect of perceived value, emotional branding and brand trust toward loyalty Suzuki motorcycle users in Surabaya.Variabel in this research consist of the value perceptions, emotional branding and brand trust. Measurements in this research using SPSS (Statistical Product and Service Solution) . 100 respondents Suzuki motorcycle users were taken as sample of research from the population of Suzuki motorcycle users in Surabaya.The results of statistical analysis research with SPSS found that there is significant influence between perceived value and trust the brand to loyalty. On the another hand the analysis did not prove significant influence emotional branding toward loyalty. Keywords: Perceive value, emotional branding, brand trust, consumer loyalty

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 16 May 2017 02:07
Last Modified: 16 May 2017 02:07
URI: http://eprints.perbanas.ac.id/id/eprint/1209

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