Pengaruh Sales Promotions Terhadap Brand Loyalty Pada Industri Ritel (Survei Terhadap Cluster Mahasiswa Di Dki Jakarta)

Prathiwi, Andhiny Dyah Wasthu (2018) Pengaruh Sales Promotions Terhadap Brand Loyalty Pada Industri Ritel (Survei Terhadap Cluster Mahasiswa Di Dki Jakarta). Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Penelitian ini dilatarbelakangi oleh adanya bisnis ritel yang menuntut perusahaan untuk terus berinovasi dalam menarik konsumen agar menciptakan suatu kegiatan penjualan, dengan pertumbuhan ritel sebesar 55,9%. Tujuan penelitian dari penelitian ini untuk mengetahui hubungan sales promotions terhadap brand loyalty di industri ritel, dengan menggunakan konsep menggunakan konsep sales promotions menurut Kottler dan Keller, dan brand loyalty menurut Jill Griffin, dengan metode penelitian kuesioner. Peneliti memilih populasi mahasiswa di Jakarta dengan sampel sebanyak 550 mahasiswa, hasil penelitian ini adalah terdapat pengaruh antara sales promotions terhadap brand loyalty sebesar 0,289 atau 28,9% terhadap variabel brand loyalty, sedangkan 71,1% brand loyalty telah dipengaruhi oleh faktor – faktor lain yang tidak dijelaskan pada penelitian ini.

Item Type: Thesis (Bachelor Thesis)
Keywords: Promosi Penjualan, Loyalitas Merek, Industri Ritel
Subjects: 300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing)
300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing) > 381.1 Retail Trade
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
Divisions: Faculty of Communication > Strategic Communication
Depositing User: mr admin umn
Date Deposited: 04 Jul 2019 08:58
Last Modified: 29 Jan 2022 05:07
URI: https://kc.umn.ac.id/id/eprint/5813

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