PENGARUH BRAND IMAGE KECAP BANGO TERHADAP LOYALITAS KONSUMEN (STUDI KASUS IBU RUMAH TANGGA DI KOTA PALEMBANG)

WAHYUDI, ARIE and Syahidin, Machmud and Nazaruddin, Akhmad (2009) PENGARUH BRAND IMAGE KECAP BANGO TERHADAP LOYALITAS KONSUMEN (STUDI KASUS IBU RUMAH TANGGA DI KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

The objectives of this research are (1) to analyze the effect of brand image toward consumers’ loyalty of kecap Bango , and (2) to find the most effect variable of brand image toward consumers loyalty. The method used is purposive sampling, therefore, from the total homogeny population, 80 respondents are taken as the sample. The analysis model used research is quantitative analysis. Research finding has shown that 20,1% brand image effects toward consumers loyalty. The most effect variable of brand image toward consumers’ loyalty is product image. Product image have effected significantly toward the consumer’s loyalty. User image does not have effected significantly toward the consumer’s loyalty. Therefore, corporate image have negative affected toward consumer’s loyalty. Because of that, Unilever Indonesia has to make product image stronger than before.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: brand image, consumers’ loyalty
Subjects: H Social Sciences > HF Commerce > HF1040-1054 Commodities. Commercial products
H Social Sciences > HF Commerce > HF5387-5387.5 Business ethics
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Mr Halim Sobri
Date Deposited: 26 Mar 2021 05:32
Last Modified: 26 Mar 2021 05:32
URI: http://repository.unsri.ac.id/id/eprint/44303

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