PENGARUH BRAND IMAGE GATSBY WAX TERHADAP LOYALITAS KONSUMEN (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA)

KRESNA, RM. SYAILENDRA REZA and Mahyunar, Mahyunar and Sofyan, Rusmiyati (2011) PENGARUH BRAND IMAGE GATSBY WAX TERHADAP LOYALITAS KONSUMEN (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

The objectives of this research are (1) to analyze the effect of brand image toward consumer’s loyalty of Gatsby Wax in University of Sriwijaya, and (2) to find the most effect variable of brand image toward consumer’s loyalty. The method use is purposive sampling, therefore, from the total homogeny population, 100 respondents are taken as the sample. The analysis method used in this research is quantitative analysis. Research finding has shown that 24,48% brand image effects toward producer’s loyalty. There fore, the most effect variable of brand image toward produce’s loyalty is user image. Product image does not have effected significantly toward the consumer loyalty. Therefore corporate image has effected negatively, the effect is not significant toward consumer’s loyalty. Because of that, producer of Gatsby Wax has to make sure image stronger than before.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand image, consumer’s loyalty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management S Agriculture > SF Animal culture > SF101-103.5 Brands and branding, and other means of identifying
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Muhammad Irwan
Date Deposited:	23 Dec 2021 06:50
Last Modified:	23 Dec 2021 06:50
URI:	http://repository.unsri.ac.id/id/eprint/59637

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