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PENGARUH TANGGUNG JAWAB SOSIAL PERUSAHAAN, KEPERCAYAAN KONSUMEN, IDENTIFIKASI MEREK, DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS MEREK AQUA DI SURABAYA

PURNAWIRAWAN, AHMAD HERU (2013) PENGARUH TANGGUNG JAWAB SOSIAL PERUSAHAAN, KEPERCAYAAN KONSUMEN, IDENTIFIKASI MEREK, DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS MEREK AQUA DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Along with development time,. brand loyalty and trust of consumers is very important for the company to maintain the viability of the company, in that addition other factors that have to be developed is a satisfaction of the consumer about a brand with identification based brand which includes emotional feelings consumers . It makes a lot of companies especially AQUA create many strategies to increase trust, brand identification, customer satisfaction, and brand loyalty companies, one of which is create corporate social responsibility that includes many social and environmental aspects so as to produce a continuous process for the company. These studies tested the effect of corporate social responsibility, consumer confidence, brand identification and customer satisfaction to brand loyalty. Using 120 respondents and used test equipment SEM (Structural Equation Modeling) with a smart program PLS 2.0. Results from this study showed a significant positive effect of social responsibility perusaan variables with consumer confidence variable, variable customer satisfaction, and brand identification. There are also showing significant results between consumer confidence to brand loyalty, brand identification with consumer satisfaction, customer satisfaction and brand loyalty. Key word : Corporate Social responsibility, Consumer Trust, Brand Identification, Customer Satisfaction, and Brand 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 02:15
Last Modified: 16 May 2017 02:15
URI: http://eprints.perbanas.ac.id/id/eprint/1214

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