PENGARUH KOMUNITAS MEREK DAN EKUITAS MEREK TERHADAP LOYALITAS MEREK MOTOR SCOOTER MATIC VESPA PAGGIO DI KOTA PALEMBANG

RISWANTO, YEBI and Maulana, Ahmad and Mavilinda, Febria Hera (2023) PENGARUH KOMUNITAS MEREK DAN EKUITAS MEREK TERHADAP LOYALITAS MEREK MOTOR SCOOTER MATIC VESPA PAGGIO DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

THE EFFECT OF BRAND COMMUNITY AND BRAND EQUITY ON BRAND LOYALTY OF VESPA PAGGIO MATIC SCOOTER MOTORCYCLE IN PALEMBANG CITY By: Yebi Riswanto Technological developments from year to year continue to experience very rapid progress, especially in the fields of business and technology, this is very clearly seen by the influence of companies or entrepreneurs between countries in the world to compete with each other in the field of technology and business. This competition encourages companies to continue to develop their product innovations, so that entrepreneurs can take advantage of and turn opportunities into ideas that can be sold or marketed, provide added value by utilizing effort, time, cost, or skills with the aim of making a profit. products, marketing strategies, and solutions in addressing the ever-growing technological truce. In this study, we examine brand community and brand equity on brand loyalty by taking 100 respondents who are members of the modern Piaggio Addict vespa motor scooter community in Palembang City, using multiple regression analysis techniques with SPSS. 26 The results show that the brand community variable ( 0.000) and brand equity (0.003) have a positive influence on brand loyalty. In addition, the determination value of 30.1% with the remaining 69.9% was influenced by this study.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Komunitas Merek, Ekuitas Merek, Loyalitas Merek, Vespa Piaggio Modern.
Subjects:	L Education > LA History of education > LA173-186 Higher education L Education > LA History of education > LA5-25 General
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Yebi Riswanto
Date Deposited:	24 Feb 2023 08:46
Last Modified:	24 Feb 2023 08:46
URI:	http://repository.unsri.ac.id/id/eprint/89970

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