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PENGARUH KUALITAS LAYANAN, CITRA MEREK, DAN KEPUASAN PENDENGAR TERHADAP LOYALITAS PENDENGAR WEEKEND RADIO 103.1 GEN FM SURABAYA

AVIANTO, PRAVESTA (2015) PENGARUH KUALITAS LAYANAN, CITRA MEREK, DAN KEPUASAN PENDENGAR TERHADAP LOYALITAS PENDENGAR WEEKEND RADIO 103.1 GEN FM SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

In this modern era, the need of information is very importand. The need can be satisfied through many medi, such as TV, newspaper and even radio. And each media has certain charakteristics, but they have one similiarity that is giving information and also as media to advertise certain product and service. In the moderanization era with globalization as today, the existence of radio seems to decrease. However, several innovation and creative strategy performed continously by every radio companies, especially with the speed of information owned by radio, every employees and students in several big cities keeps enjoying radio broadcasting. There is phenomena at numbers of weekdays and weekend listeners. In this study, the number of weekend listeners decrease because have not been feel satisfied according to the result taken from respondents by using spss 20.0 for windows. Similiarity modeling style and all assumptions has been confirmed. In the study, the result of service quality and trademark image able to improve listeners loyalty. And listeners satisfaction has influence but not significant on listeners loyalty Keyword : Service Quality, Trademark Image, Listeners Satisfaction, Listener Loyalty

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 21 Apr 2017 07:37
Last Modified: 21 Apr 2017 07:37
URI: http://eprints.perbanas.ac.id/id/eprint/905

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