FAJAR, NAZWAR NUR (2013) PENGARUH HEDONISME, UTILITARIANISME, CITRA MEREK TERHADAP KEPUASAN MEREK PADA PENGGUNA HARLEY DAVIDSON DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Satisfaction of the brand has a very important role in today's market. brand satisfaction to the company goals to measure and determine the extent to which consumers reasons to buy the company's products. so satisfaction is very valuable brand for the company. This study was conducted to determine the effect of hedonism, utilitarianism,brand image and brand satisfaction to user’s Harley Davidson in Surabaya. The purpose of this research was to investigate the effect of hedonism, utilitarianism and brand image toward brand satisfaction. Sample collection technique is used judgement sampling technique with a total sample of 100 respondents. This research performed analyzes by linear regression, analysis using SPSS 16.0 The results of research is that hedonism unsignificantly and positively affects the brand satisfaction, utilitarianism unsignificantly and positively affects the brand satisfaction, brand image significantly and positively affects brand satisfaction of research user’s Harley Davidson in Surabaya city . Keyword : brand satisfaction, hedonism, utilitarianism, brand image
| 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: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 17 May 2017 07:25 |
| Last Modified: | 17 May 2017 07:25 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/1307 |
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