Hariyono, Salsabilla Prabawati (2025) PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN BRAND AMBASSADOR TERHADAP BRAND LOYALTY PADA PELANGGAN MIE SEDAAP KOREAN SPICY CHICKEN (STUDI PADA MAHASISWA ADMINISTRASI BISNIS UPN “VETERAN” JAWA TIMUR). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
This study aims to determine whether there is an influence of brand awareness, brand image, and brand ambassadors on brand loyalty of Mie Sedaap Korean Spicy Chicken customers in the business administration department of UPN 'Veteran' East Java. The type of research is quantitative and the data collection technique uses a questionnaire method. The population in this study who became the target population were UPN 'Veteran' East Java business administration students who had consumed Mie Sedaap Korean Spicy Chicken products. The number of samples used in this study were 96 respondents. The sampling technique in this study is purposive sampling technique with the criteria that customers of Mie Sedaap Korean Spicy Chicken, have made purchases of Mie Sedaap Korean Spicy Chicken products, have seen Siwon Super Junior who endorses Mie Sedaap Korean Spicy Chicken products. The data analysis technique uses Statistical Program for Social Science (SPSS) software version 30. The results of this study indicate that Brand Awareness, Brand Image, and Brand Ambassador simultaneously have a significant effect on Customer Brand Loyalty. Brand Awareness partially has a positive and significant effect on Customer Brand Loyalty. Brand Image partially has a positive and significant effect on Customer Brand Loyalty. Brand Ambassador partially has no significant effect on Customer Brand Loyalty. Keywords : Brand Awareness; Brand Image; Brand Ambassador; customer brand loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Salsabilla Prabawati Hariyono | ||||||||
| Date Deposited: | 07 Mar 2025 03:12 | ||||||||
| Last Modified: | 07 Mar 2025 03:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/35384 |
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