Analisis pengaruh consumer-based brand equity pada customer satisfaction, serta implikasinya pada brand loyalty: telaah sephora plaza indonesia

Sastrawidjaja, Robby (2015) Analisis pengaruh consumer-based brand equity pada customer satisfaction, serta implikasinya pada brand loyalty: telaah sephora plaza indonesia. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Brand loyalty dibentuk oleh beberapa hal, salah satunya adalah brand equity yang di moderasi oleh consumer satisfaction. Dengan mencoba konsumen baru dapat menjadi loyal terhadap suatu produk terlebih lagi konsumen Indonesia yang notabene lebih memilih untuk dapat mencoba terlebih dahulu produk yang akan mereka gunakan nantinya. Consumer Satisfaction dapat dibentuk oleh beberapa hal lainnya seperti, physical quality, staff behavior, ideal self-congruence, brand identification, dan lifestyle congruence. Beberapa literatur pemasaran membahas tentang brand loyalty tetapi belum banyak literatur yang meneliti hubungan antara consumer based-brand equity dengan brand loyalty untuk produk kosmetik di pasar Indonesia. Sehingga penelitian kali ini ingin mencoba menelaah lebih lanjut mengenai hubungan antara consumer based-brand equity dengan brand loyalty yang dimediasi oleh consumer satisfaction pada konteks kosmetik retail di Indonesia

Item Type:	Thesis (Bachelor Thesis)
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.8342 Consumer Behavior 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding
Divisions:	Faculty of Business > Management
Depositing User:	Administrator UMN Library
Date Deposited:	21 Jun 2017 05:34
Last Modified:	16 May 2023 00:39
URI:	https://kc.umn.ac.id/id/eprint/416

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