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Pengaruh Identifikasi Merek terhadap Loyalitas Merek Melalui Keterlibatan Merek dan Kepuasan Pelanggan pada Pengguna Smartphone Samsung

Pratiwi, Setya Intan Anggi (2020) Pengaruh Identifikasi Merek terhadap Loyalitas Merek Melalui Keterlibatan Merek dan Kepuasan Pelanggan pada Pengguna Smartphone Samsung. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this study is to examine the effect of brand identification, brand loyalty, brand involvement, and customer satisfaction on Samsung smartphone users. The number of respondents from this study were 102 respondents with criteria aged 18 years to 50 years and domiciled in Surabaya and Sidoarjo. The technique for collecting data uses Partial Least Square Structural Equation Modeling (PLS-SEM) using the Wrap Pls 6.0 program. The results of this study explain that brand identification, brand loyalty, and customer satisfaction have a significant positive effect on Samsung smartphone users, while brand involvement has no significant positive effect on brand loyalty. Keywords: brand identification, brand loyalty, brand involvement, customer satisfaction, Samsung smartphone users.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: SETYA INTAN ANGGI PRATIWI
Date Deposited: 04 May 2020 01:36
Last Modified: 04 May 2020 01:36
URI: http://eprints.perbanas.ac.id/id/eprint/6459

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