FANSYAH, RIA ASRI (2014) PENGARUH KEPERCAYAAN MEREK, NILAI YANG DIRASA, PEMASARAN BERDASARKAN PENGALAMAN TERHADAP LOYALITAS MEREK SEPATU CONVERSE PADA MAHASISWA DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Brand loyalty and perceived value is a need in the business world, as they cause the customer to trust a brand at all costs and a description of what is desired, proper, and valuable which affect the social behavior of the worthy people. Meanwhile experiential marketing is a process of identifying and satisfying the customer needs and beneficial aspiration by using two-way communication. Therefore it gives identity to the converse shoes brand to live and being an added value to the target customers. This study aims to examined the relationships of Brand Trust, Perceived Value, and Experiential Marketing on Brand Loyalty Converse Shoes on students in Surabaya. This research has a student’s population of Converse Shoes in Surabaya. Samples were distributed are 80 questionnaires and data was processed using SPSS 15.0. Partially, Perceived Value and Experiential Marketing do not have a significant effect on Brand Loyalty, but, Brand Trust has a significantly affect with brand loyalty. Simultaneously, brand trust, perceived value, and experiential marketing have a significant effect on brand loyalty. Keywords : Brand Trust, Perceived Value, Experiental Marketing, 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: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 17 Jul 2017 07:40 |
| Last Modified: | 17 Jul 2017 07:40 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/2073 |
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