ANALISIS PENGARUH EVALUASI MEREK , INOVASI, DAN KESADARAN MEREK TERHADAP LOYALITAS MEREK (Studi pada Produk Luwak White Koffie di Kota Semarang)

PRIMA, Muhammad Aufar Ilma and SUKRESNA, I Made (2017) ANALISIS PENGARUH EVALUASI MEREK , INOVASI, DAN KESADARAN MEREK TERHADAP LOYALITAS MEREK (Studi pada Produk Luwak White Koffie di Kota Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This research aims at finding out factors influencing brand loyalty of Luwak White Koffie. This is due to the fact that there is a decrease in terms of brand rate, a decrease of advertising rate on customer remembrance, and customer's complaint. The factors include brand evaluation, innovation, brand awareness, perceived quality, and trust. The population of this research is all customers of Luwak White Koffie. This research uses insidental sampling techniques, with a number of 130 respondents and seven hypotheses. To test the hypothes, this research uses Structural Equation Model of Analysis. The result shows that brand evaluation influences brand loyalty positively, brand evaluation has positive influence on perceived quality, innovation has positive impact on perceived quality, brand awareness has positive impact on brand loyalty, brand awareness has positive impact on perceived quality, perceived quality has positive impact on trust, and trust has positive impact on brand loyalty.

Item Type:Thesis (Undergraduate)
Additional Information:Brand Evaluation, Quality, Innovation, Brand Awareness, Perceived Quality, Trust, and Brand Loyalty.
Uncontrolled Keywords:Brand Evaluation, Quality, Innovation, Brand Awareness, Perceived Quality, Trust, and Brand Loyalty.
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:58895
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:04 Jan 2018 14:52
Last Modified:04 Jan 2018 14:52

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