PENGARUH BRAND PERSONALITY TERHADAP LOYALITAS KONSUMEN (STUDI KASUS PADA MAHASISWA PENGGUNA AXE PARFUME DI FE - UNIKOM BANDUNG TAHUN 2007)

Rachmat, Ariawan (2007) PENGARUH BRAND PERSONALITY TERHADAP LOYALITAS KONSUMEN (STUDI KASUS PADA MAHASISWA PENGGUNA AXE PARFUME DI FE - UNIKOM BANDUNG TAHUN 2007). Diploma thesis, Universitas Komputer Indonesia.

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Abstract

Brand personality is the specific mix of human traits that may be attributed to a particular brand to create the bond between customer and brand since there are similar personality between customer and brand, so it will lead to loyalty. The purpose of this research is : know the brand Personality of AXE Parfume at Study at Indonesian Computer University student’s Faculty of Economics , know the degree of AXE Parfume customer loyalty Study at Indonesian Computer University student’s Faculty of Economics and to know the influence of brand personality at Indonesian Computer University student’s Faculty of Economic. The method had been used in this research is descriptive and verificative. The populations of the research are 737 and from the population had been selected 88 respondents. The effect of brand personality on degree loyalty of the consumers is examined statistically by correlation of rank spearman, the data processing had been carried out by software of SPSS 14.0 for windows. Based on the research could be know the degree of relation for brand personality with the customer loyalty has viewed between two variable was very strong and one way. And influence of brand personality was getting value for 43,29%, and the remains for 56,71% influenced by the other factor like price, income and promotion factors. It means that brand personality has given will stronger on influence for customer loyalty of AXE Parfume.

Item Type: Thesis (Diploma)
Subjects: S1-Final Project > Fakultas Ekonomi Bisnis > Manajemen > 2007
Divisions: Universitas Komputer Indonesia > Fakultas Ekonomi
Universitas Komputer Indonesia > Fakultas Ekonomi > Manajemen (S1)
Depositing User: M.Kom Taryana Suryana
Date Deposited: 16 Nov 2016 07:47
Last Modified: 16 Nov 2016 07:47
URI: https://repository.unikom.ac.id/id/eprint/11173

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