PRATAMA, KEVIN ANDHIKA (2014) PENGARUH KUALITAS YANG DIRASA, KESADARAN MEREK, DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK PENIKMAT COKLAT SILVERQUEEN DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Nowadays Indonesian peoples have a complex needs. Many of those needs must be fulfilling each and every days, this needs makes every individual became busier and choose more practical things. We have seen many practical things in life such as food, because the limitation of time peoples prefers to choose fast food and easily brings everywhere. People nowadays prefer to choose snack to fulfill its needs. One of the most favorite snacks is chocolate. With the increasing needs of chocolate, manufacturers in Indonesia must increase the brand quality considering that the competition become tighter and many international brands come into Indonesia. This study aims to analyze about perceived quality, brand awareness and brand trust toward brand loyalty of Silverqueen in Surabaya. 74 respondent with questionnaire as the research instrument and processed by using SPSS 16.0 become the main sample of this study. Partially perceived quality and brand awareness do not have a significant impact toward brand loyalty but brand trust do not have a significant impact toward brand loyalty. Simultaneously perceived quality, brand awareness and brand trust have a significant impact toward brand loyalty. Keyword : SilverQueen Chocolate, Perceived Quality, Brand Awareness, Brand Trust, 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 Jul 2017 07:10 |
| Last Modified: | 18 Jul 2017 07:10 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/2082 |
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