PENGARUH BRANDING STRATEGY TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PADA BERGAS COFFEE SURABAYA

IKHWANTINI, FIRDA (2020) PENGARUH BRANDING STRATEGY TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PADA BERGAS COFFEE SURABAYA. Other thesis, UPN Veteran Jawa Timur.

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Abstract

The purpose of this research : (1) the influence of brand image on satisfaction at Bergas Coffee Surabaya, (2) the influence of brand personality on satisfaction at Bergas Coffee Surabaya, (3) the influence of brand image on customer loyalty at Bergas Coffee Surabaya, (4) the influence brand personality on customer loyalty at Bergas Coffee Surabaya, (5) the influence of satisfaction on customer loyalty at Bergas Coffee Surabaya, (6) the influence of brand image on customer loyalty through satisfaction at Bergas Coffee Surabaya, (7) the influence of brand personality on customer loyalty through satisfaction at Bergas Coffee Surabaya. This data were analyzed using a method of Partial Least Square model with smartPLS 3.0 software. The population is all consumers who buy and consume Bergas products. And the sample consisted of 100 respondents who bought and consumed Bergas products. The results showed that Brand Image had a positive and significant effect on Satisfaction at Bergas Coffee Surabaya. Brand Personality has a positive and significant effect on Satisfaction at Bergas Coffee Surabaya. Brand image has a negative and not significant effect on customer loyalty at Bergas Coffee Surabaya. Brand personality has a positive and significant effect on customer loyalty at Bergas Coffee Surabaya. Satisfaction has a positive and significant effect on customer loyalty at Bergas Coffee Surabaya. Brand image has a positive and significant effect on customer loyalty through the decision on Bergas Coffee Surabaya. Brand personality has a positive and not significant effect on customer loyalty through satisfaction at Bergas Coffee Surabaya. Keywords : Brand Image, Brand Personality, Satisfaction, Loyalty

Item Type: Thesis (Other)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAndarini, SonjaNIDN0726036503UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
Divisions: Faculty of Social and Political Sciences > Departement of Business Administration
Depositing User: Ananta Prathama
Date Deposited: 05 Nov 2020 07:09
Last Modified: 05 Nov 2020 07:09
URI: http://repository.upnjatim.ac.id/id/eprint/442

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