NASRI, INTAN (2015) PENGARUH DIMENSI EKUITAS MEREK TERHADAP LOYALITAS MEREK DENGAN MEDIASI KEPUASAN KONSUMEN THE HARVEST RESTORAN DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Phenomenon faced by The Harvest Restaurant is a change in lifestyle and a more modern consumer tastes that make the restaurant as one of the interesting place to meet both the business and non-business world and talk about modern restaurant or cafe. The purpose of this study was to determine the physical, behavioral staff, ideal self similarity, brand identification, and lifestyle, similarities positive towards customer satisfaction The Harvest Restaurant Surabaya. Customer satisfaction has positive influence toward consumer brand loyalty The Harvest Restaurant Surabaya and customer satisfaction mediates the influence dimensions of brand equity toward brand loyalty of consumers The Harvest Restaurant Surabaya. This research design is a descriptive quantitative research. The population in this study is that consumers The Harvest Restaurant Surabaya 105 samples using a non-probability tehnique sampling. Data were analyzed using SEM analysis. The conclusions obtained in this study indicate that the physical qualities, staff behavior, ideal self similarity, brand identification, and lifestyle similarities influence significant and positive toward customer satisfaction and customer satisfaction positive influence toward brand loyalty and brand equity dimensions have indirect influence toward brand loyalty through customer satisfaction. Keywords: Brand Equity, Customer Satisfaction, 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: | 18 Apr 2017 10:34 |
| Last Modified: | 18 Apr 2017 10:34 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/862 |
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