PENGARUH BRAND IMAGE, KUALITAS PRODUK TERHADAP BRAND PREFERENCE DAN IMPLIKASINYA TERHADAP MINAT LOYALITAS (Studi pada konsumen The Body Shop di kota Semarang)

SEFTIANI, Risda and WIDIYANTO, Ibnu (2014) PENGARUH BRAND IMAGE, KUALITAS PRODUK TERHADAP BRAND PREFERENCE DAN IMPLIKASINYA TERHADAP MINAT LOYALITAS (Studi pada konsumen The Body Shop di kota Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This research was conducted in products The Body Shop. At the level of customer satisfaction some nature cosmetic products.In Semarang city. This research aims to analyze and provide empirical evidence on whether Brand image and Quality product on Brand preference increasing loyality interest. The sample of this research is the user of nature product by The Body Shop almost 100 people using accidental sampling technique. Data analysis methods usesd are quantitative analysis, reliability and validity using, the classical assumption, hypothesis testing, determinas coefficient and multiple linear regression analysis. The result shows that the Brand Image and Quality Product have positive effect towards Brand preference. And Brand image, Quality product and Brand preference have possitve effect towards on loyality interests. In model 1, Quality product gives the greatest influence to Brand preference for 0,516. In model 2, Brand preference gives the greatest influence to Loyality interest for 0,479

Item Type:Thesis (Undergraduate)
Additional Information:Brand Image, Quality Product, Brand Preference and Loyality Interest.
Uncontrolled Keywords:Brand Image, Quality Product, Brand Preference and Loyality Interest.
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:43926
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:09 Oct 2014 14:02
Last Modified:09 Oct 2014 14:02

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