ANALISIS TINGKAT BRAND LOYALTY PADA TOKO BUKU GRAMEDIA SOLO SQUARE

DEWI ANGGRAENI, FIKA (2009) ANALISIS TINGKAT BRAND LOYALTY PADA TOKO BUKU GRAMEDIA SOLO SQUARE. Other thesis, Universitas Sebelas Maret.

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    Abstract

    This research aims to know the of the brand loyalty of Gramedia Solo Square book store and to know form of Pyramid which is produced from brand loyalty analysis. Data collecting method used are interview method, library study observation and questioner. The population in this research is the whole of economy faculty students of Sebelas Maret University Surakarta. Samples are from economy faculty students who have ever visited Gramedia Solo Square Book Store. With using sample calculation according to Djarmanto and Pangestu, sample which gained is 96.04 and for making easy we calculate 100 respondents. Sampling technique used is convenience sampling, the selection with using this technique is because of the amount of the population is unknown and based on available element and easiness to gain reponden which are on the right place and time and for the sake of easiness, cheapness, and rapidness reason. In this research demography variable describe respondents grouping based on gender, education level and age. The result of this research describes a turnover pyramid, It shows that brand loyalty level from Gramedia Solo-Square book store is enough strong. The result of the level are among : on switcher level is 23 5, habitual buyer level is 47 %, satisfied buyer level is 57 %, liking the brand level is 67% , and committed buyer level is 34%. From the the level of pyramid is enough good because pyramid form is the higher and the larger , but on the level of committed buyer pyramid form is smaller . It shows that 66% respondents didn`t commit on Gramedia Solo Square book store. Although the result of the research shows that only a few people who commited to Gramedia Solo Square book store, but from the pyramid of brand loyalty shows that respondents are inclusive in loyal to the brand. From the result of the analysis is hoped that Gramedia Solo Square book store can remain loyalty brand which have been established with minimizing it`s switcher level and with increasing promotion activity which is interesting the students. And increasing service level, so that it can decrease level of not satisfied and can remain their quality of the products which is offered in good condition.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HG Finance
    Divisions: Fakultas Ekonomi
    Fakultas Ekonomi > D3 - Manajemen Pemasaran
    Depositing User: Vignasari Kokasih
    Date Deposited: 18 Jul 2013 18:36
    Last Modified: 18 Jul 2013 18:36
    URI: https://eprints.uns.ac.id/id/eprint/6734

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