Pengaruh Nilai Yang Dirasakan Dan Inovasi Terhadap Loyalitas Merek Dengan Mediasi Kepuasan Merek Produk Rokok Sampoerna Di Surabaya

Mewarta, Kalvin (2019) Pengaruh Nilai Yang Dirasakan Dan Inovasi Terhadap Loyalitas Merek Dengan Mediasi Kepuasan Merek Produk Rokok Sampoerna Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Competition in the business world is very strict, all companies are trying to improve products to bring out products and fly wings to all regions. a company in order to survive must always innovate to develop its products to bring new products to continue to be known to the community. The purpose of this study was to assess perceived value, innovation, brand satisfaction and brand loyalty in Sampoerna's cigarette products in Surabaya. 100 respondents were selected by the purposive method aside, therefore the sample used was based on predetermined criteria, sampoerna cigarette users who lived in Surabaya and had a minimum age of 19 years. data collection is done by distributing questionnaires. This study uses the WarpPLS test tool. The results of this study indicate that the perceived value has a significant influence on brand satisfaction, innovation has a significant influence on brand satisfaction, brand satisfaction has a significant influence on brand loyalty of users of Sampoerna cigarettes in Surabaya and perceived value, innovation has an influence on loyalty the brand through mediating the brand satisfaction of Sampoerna cigarette users in Surabaya. Keywords : Perceived value, innovation, brand satisfaction, brand loyalty

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 Oct 2019 02:54
Last Modified: 21 Oct 2019 02:54
URI: http://eprints.perbanas.ac.id/id/eprint/5121

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