Putri, Kavy Ressa (2024) Analisis Pengaruh Tanggung Jawab Sosial Perusahaan, Pengalaman Merek Dan Kualitas Layanan Terhadap Loyalitas Merek Eiger. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This research aims to analyze and identify the influence of service quality, corporate social responsibility and brand experience on Eiger brand loyalty. Research was conducted on consumers or customers who had made purchases at Eiger in the last few months with a total population of 105 people. The sample used was only 100 respondents because some samples did not match the criteria. Data collection techniques used were questionnaires via Google forms and conventional ones directly. Variable measurement uses a Likert scale with a scale of 1-7 and analysis for data processing uses the multiple linear regression method with the SPSS ver. 25. The research results show that there is an influence of service quality, corporate social responsibility, and brand experience on eiger brand loyalty. Keywords: Service Quality, Corporate Social Responsibility, Brand Experience and Brand Loyalty
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | KAVY RESSA PUTRI DWI FITRIANITA S |
| Date Deposited: | 01 Jul 2024 03:52 |
| Last Modified: | 01 Jul 2024 03:52 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12578 |
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