BRAND LOYALTY PRODUK CELANA JEANS DI YOGYAKARTA
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Institusion
Universitas Atma Jaya Yogyakarta
Author
Prasetio, R. Oki Eko
Subject
Manajemen Pemasaran
Datestamp
2015-10-08 08:50:41
Abstract :
This research aim to compare the perception between consumer hard-core loyal. Consumer brand switchers, and consumer non users in conducted assessment for a Jeans brand. This research adopt the variable and research instrument conducted by Lau. Chang, Moo and Liu about brand loyalty of product sportwear in Hongkong in the year 2005. Data collecting conducted by propagating questioner of college student in Yogyakarta. A success Responder netted by a number of 200 who represent the consumer of jeans pants from brand Lea, Lee Cooper, Levi'S and Tira. Indicator of concerning construct brand loyalty analysed by using discriminant analysis, indicating that third group of consumer of hard-core loyal, brand switchers, and non users own the different perception in assessing factors influencing their loyalitas in election a brand.
This research aim to compare the perception between consumer hard-core loyal. Consumer brand switchers, and consumer non users in conducted assessment for a Jeans brand. This research adopt the variable and research instrument conducted by Lau. Chang, Moo and Liu about brand loyalty of product sportwear in Hongkong in the year 2005. Data collecting conducted by propagating questioner of college student in Yogyakarta. A success Responder netted by a number of 200 who represent the consumer of jeans pants from brand Lea, Lee Cooper, Levi'S and Tira. Indicator of concerning construct brand loyalty analysed by using discriminant analysis, indicating that third group of consumer of hard-core loyal, brand switchers, and non users own the different perception in assessing factors influencing their loyalitas in election a brand.
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