PENGARUH EKUITAS MEREK TERHADAP PEMBENTUKAN LOYALITAS KONSUMEN TELEPON SELULER MEREK SAMSUNG PADA MAHASISWA FKIP UNS

NUR ‘AINI, FARIDA (2015) PENGARUH EKUITAS MEREK TERHADAP PEMBENTUKAN LOYALITAS KONSUMEN TELEPON SELULER MEREK SAMSUNG PADA MAHASISWA FKIP UNS. Other thesis, UNIVERSITAS SEBELAS MARET.

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    Abstract

    The purposes of this research were analyzed and determined : (1) The Influence of the brand equity variables toward costumer satisfaction variable. (2) the influence of costumer satisfaction variable toward costumer loyalty. The method used is descriptive quantitative method. The population as subjects in this study were teacher training and education faculty students University March Surakarta who use handphone Samsung. Sampling used in this study is quota sampling and accidental sampling. The number of samples in this study was 100 respondents. The data collection technique used was questionnaire with Likert scale technique. The data used in this research is a primary data obtained by giving questionnaires to the respondents. The data analysis technique used was Partial Least Square (PLS). PLS analysis test used in this study include : testing a model of the outer test convergent validity, discriminant validity, and composite reliability. Test to see the inner workings of the model R2. Testing this hypothesis using path coefficient analysis to determine the relationship between the study variables. Based on the results of this study conclude that : (1) variable brand awareness on costumer satisfaction positively and not significant with the value of the original sample and the t value 0,054 0618<1,96. (2) variable brand association on costumer satisfaction positively and not significant with the value of the original sample and the t value 0,056 0,696<1,96. (3) variable perceived quality costumer satisfaction positively and significantly with the value of the original sample and the t value 0,288 2,737>1,96. (4) variable brand loyalty on costumer satisfaction positively and significantly with the value of the original sample and the t value 0,412 3,097>1,96. (5) costumer satisfaction to costumer loyalty variables positively and significantly with the value of the original sample and the t value 0,433 4,937>1,96. Keywords: brand equity, costumer satisfaction, costumer loyalty

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HA Statistics
    Divisions: Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
    Depositing User: Mohamad Ghulam Hirbatul Azis
    Date Deposited: 10 Sep 2015 14:59
    Last Modified: 10 Sep 2015 14:59
    URI: https://eprints.uns.ac.id/id/eprint/18567

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