Setiawan, Toni (2014) PENGARUH KESADARAN MEREK, ASOSIASI MEREK DAN KUALITAS PENGALAMAN TERHADAP LOYALITAS MEREK PENGGUNA HANDPHONE BLACKBERRY DI SURABAYA. Undergraduate thesis, STIE PERBANAS.
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Abstract
The purpose of this study is to determine whether the attributes brand awareness, brand associations and quality of experience influenced to brand loyalty of Blackberry phone in Surabaya. This research use questionnaire as an instrument to get the response of the respondent and the design of this study used with purposive sampling. Data were collected from 100 respondents, especially students who use Blackberry in Surabaya. Multiple Regression Analysis used to examine the effect of the independent variables on dependent variable using the program of SPSS version 17.0. This study shows some of the findings namely like that brand awareness, brand associatons, and quality of experience simultaneously significantly influenced the brand loyalty of Blackberry user. This study also findings in partial namely brand awareness and brand associatons not significantly to influence brand loyalty of Blackberry user and Blackberry quality of experience significantly influenced to brand loyalty of Blackberry user. The implication of this research, the company should to further improve brand awareness and brand associations to brand loyalty and Blackberry should be more innovative so that customers are increasingly comfortable and will not easily switch to another product. Keywords: Brand Awareness, Brand Associations, Quality of Experience and 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: | 27 Feb 2017 05:15 |
| Last Modified: | 27 Feb 2017 05:15 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/610 |
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