PENGARUH CITRA MEREK, EKUITAS MEREK, DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA PRODUK CHARLES & KEITH DI SURABAYA

ARABI, FARIED (2016) PENGARUH CITRA MEREK, EKUITAS MEREK, DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA PRODUK CHARLES & KEITH DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Charles & Keith is a manufacture women bag of entry of foreign in Indonesia including those known by the people of Surabaya. In the field of fashion more attached to women who prefer shopping and follow style. Consumer satisfaction that can provide benefits to the company Charles & Keith and consumers feel the joy or disappointment that will appear on someone after comparing with what is acceptable and what would be expected.Based on the description above, the purpose of this study was to determine the effect simultaneously is the influence of brand image, brand equity, and price to customer satisfaction, as well as to determine the partial is the influence of brand image, brand equity, and the prices on consumer satisfaction on products Charles & Keith in Surabaya.The population in this study is based on the wearer Charles & Keith from age 21 years to 40 years. In the data collection was conducted distributing questionnaires to respondents included in this research criteria. To answer the problem formulation, purpose, and the research hypothesis. The analysis used is multiple linear analysis and the data processed with SPSS windows 2.0.The results of this study indicate that results partial assay from the brand image has a significant influence on customer satisfaction, brand equity does not have a significant influence on consumer satisfaction, prices have no significant influence on customer satisfaction, and results simultaneously from the brand image, brand equity, and the price has a significant influence on consumer satisfaction. Keywords: Brand Image, Brand Equity, Price, Consumer Satisfaction.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 21 Jul 2017 02:20
Last Modified: 21 Jul 2017 02:20
URI: http://eprints.perbanas.ac.id/id/eprint/2184

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