Suprayogo, One Arto Wiro (2021) Peran Ko-Kreasi Dan Pengalaman Ko-Kreasi Terhadap Loyalitas Merek Kredit Multiguna Bank Jatim. Masters thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study analyze the role of co-creation and co-creation experience on brand loyalty. This study uses data from the questionnaire that have been distributed. Questioner uses a Likert Scale with a seven-point Likert which describes the answer if 1 = “strongly disagree” and 7 = “strongly agree” for choice of the question. Questionnaire method is to collect using online and offline. Using 180 selected respondents of Kredit Multiguna Bank Jatim Customer’s in Surabaya City, East Java Province, Indonesia. DART (dialogue, access, risk assessment, transparency) has model of co-creation. The role of dialogue on co-creation experience accepted, influential and supported. The role of access on co-creation experience has accepted, influential and supported. The role of risk assessment on co-creation experience has influential and not supported. The role of transparency on co-creation experience has accepted, influential and supported. The role of co-creation experience on brand loyalty has supported effect on brand loyalty can be accepted, influential and supported.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.88 - CREDIT MANAGEMENT |
| Divisions: | Magister of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 26 Jan 2024 06:57 |
| Last Modified: | 26 Jan 2024 06:57 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11904 |
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