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PENGARUH IDENTITAS MEREK, KOMITMEN MEREK, KECINTAAN MEREK DAN CITRA MEREK TERHADAP KOMUNIKASI MULUT KE MULUT PRODUK PERAWATAN KULIT NATASHA SKIN CARE DI SURABAYA

Ahdah, Rizqiyah (2015) PENGARUH IDENTITAS MEREK, KOMITMEN MEREK, KECINTAAN MEREK DAN CITRA MEREK TERHADAP KOMUNIKASI MULUT KE MULUT PRODUK PERAWATAN KULIT NATASHA SKIN CARE DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.

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ARTIKEL ILMIAH.pdf

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BAB I.pdf

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BAB V.pdf

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COVER.pdf

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LAMPIRAN.pdf
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Abstract

The purpose of this study is to test the effect of brand identity, brand commitment, brand love and brand image on word of mouth communication in Natasha Skin Care Surabaya. The model and hypotheses are tested with a sample of 120 consumers. Data were analysed through confirmatory factor analysis dan structural equation modelling. The results find that brand image and brand love have positive significant influence to brand commitment, and between brand image has positive significant influence to word of mouth communication. Keywords : Brand identity, Brand commitment, Brand love, Brand Image, Word of Mouth

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 330 - ECONOMICS
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 11 Nov 2016 08:42
Last Modified: 11 Nov 2016 08:42
URI: http://eprints.perbanas.ac.id/id/eprint/431

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