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PENGARUH LOYALITAS MEREK, KESADARAN MEREK, DAN MOTIVASI TERHADAP EFEKTIVITAS IKLAN NOKIA DI SURABAYA

SETYAWAN, ANDHIKA NOVIANDY (2014) PENGARUH LOYALITAS MEREK, KESADARAN MEREK, DAN MOTIVASI TERHADAP EFEKTIVITAS IKLAN NOKIA DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Brand loyalty is a deeply held commitment to repurchase or buy back the preferred product or service consistently in the future, so it will lead to the purchase of the same brand repeatedly. In addition, a company publishes products through an ad, where the ad will be aired and shown to all consumers. Therefore, in this study, researchers wanted to determine the relationship of brand loyalty on the effectiveness of advertising, brand awareness of the effectiveness of advertising, the motivation of the effectiveness of ads. This study has the entire user population Nokia in Surabaya. Samples were 112 questionnaires were distributed and the data processed with PASW Statistics 18. The results of the analysis says that the brand awareness and motivation partially influence on the effectiveness of advertising, brand loyalty while no partial effect on the effectiveness of advertising. Keyword : brand loyalty, brand awareness, motivation, effectiveness of advertising

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: 17 Jul 2017 03:49
Last Modified: 17 Jul 2017 03:49
URI: http://eprints.perbanas.ac.id/id/eprint/2008

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