PENGARUH BRAND EQUITY TERHADAP LOYALITAS PELANGGAN DI KOPI KENANGAN DI KOTA PALEMBANG

PRABU, DWI FAJAR DEISKA and Lisnawati, Lisnawati (2024) PENGARUH BRAND EQUITY TERHADAP LOYALITAS PELANGGAN DI KOPI KENANGAN DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to find out how and how much influence brand equity has on customer loyalty at Kopi Kenangan, Palembang City. This type of research uses quantitative methods. Sampling used purposive sampling techniques and the lemeshow formula with a sample size of 100 respondents. This research uses primary data in the form of a questionnaire and the data analysis technique used is the t test and simple linear regression analysis. The t test results show that the brand equity variable partially has a significant effect on customer loyalty. The results of the simple linear regression analysis of the brand equity variable have an effect of 0.699. The advice given in this research is that the Kopi Kenangan brand in Palembang City should build an emotional side that is connected between the brand and consumers and create innovation in terms of service and taste of Kopi Kenangan products, so that it will give rise to feelings of liking which will lead to purchasing decisions and will create customer loyalty.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Equity, Loyalitas Pelanggan
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Dwi Fajar Deiska Prabu
Date Deposited:	15 Mar 2024 07:22
Last Modified:	15 Mar 2024 07:22
URI:	http://repository.unsri.ac.id/id/eprint/141623

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