Ayuna, Salsa Bila Via (2023) Analisis Variabel-Variabel yang Mempengaruhi Pembentukan Brand Loyalty Teh Pucuk Harum (Studi Pada Mahasiswa UPN Veteran Jawa Timur). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Marketing is the spearhead in building a business so that it can be continue recognised, so as to achieve the sales target of a product. Brand loyalty is an important concept in marketing strategy. Brand loyalty can be influenced by several factors such as Brand Communication, Brand Awareness, Brand Image, and Brand Satisfaction. The aims of thus research are to determine and analyze the effect of Brand Communication, Btand Awareness, Brand Image, and Brand Satisfaction simultaneously and partiallt on the formation of Brand Loyalty for Teh Pucuk Harum products. The population in this study were college students of the National Development Unversity "Veteran" East Java who had consumed Pucuk Harum Tea. The sample in this study used 100 respondents. With Purposive sampling technique. The technique of data collection in this research used a questionnaire. The data analysis used multiple linear regression analysis technique. The results showed that Brand Communication, Brand Awareness, Brand Image, and Brand Satisfaction simultaneously have a significant effect on Brand Loyalty Formation. However, partially this research resulted in no significant influence between brand communication on brand loyalty. Meanwhile, brand awareness, brand image, and brand satisfaction partially have a significant effect on the formation of brand loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Salsa Bila Via Ayuna | ||||||||
| Date Deposited: | 18 Jan 2023 06:05 | ||||||||
| Last Modified: | 18 Jan 2023 06:05 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/11088 |
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