PENGARUH HEDONISME, UTILITARIANISME, CITRA MEREK TERHADAP KEPUASAN MEREK PADA PENGGUNA HARLEY DAVIDSON DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
FAJAR, NAZWAR NUR
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-05-17 07:25:46
Abstract :
Satisfaction of the brand has a very important role in today's market. brand satisfaction to the company goals to measure and determine the extent to which consumers reasons to buy the company's products. so satisfaction is very valuable brand for the company. This study was conducted to determine the effect of hedonism, utilitarianism,brand image and brand satisfaction to user?s Harley Davidson in Surabaya. The purpose of this research was to investigate the effect of hedonism, utilitarianism and brand image toward brand satisfaction. Sample collection technique is used judgement sampling technique with a total sample of 100 respondents. This research performed analyzes by linear regression, analysis using SPSS 16.0 The results of research is that hedonism unsignificantly and positively affects the brand satisfaction, utilitarianism unsignificantly and positively affects the brand satisfaction, brand image significantly and positively affects brand satisfaction of research user?s Harley Davidson in Surabaya city . Keyword : brand satisfaction, hedonism, utilitarianism, brand image
Satisfaction of the brand has a very important role in today's market. brand satisfaction to the company goals to measure and determine the extent to which consumers reasons to buy the company's products. so satisfaction is very valuable brand for the company. This study was conducted to determine the effect of hedonism, utilitarianism,brand image and brand satisfaction to user?s Harley Davidson in Surabaya. The purpose of this research was to investigate the effect of hedonism, utilitarianism and brand image toward brand satisfaction. Sample collection technique is used judgement sampling technique with a total sample of 100 respondents. This research performed analyzes by linear regression, analysis using SPSS 16.0 The results of research is that hedonism unsignificantly and positively affects the brand satisfaction, utilitarianism unsignificantly and positively affects the brand satisfaction, brand image significantly and positively affects brand satisfaction of research user?s Harley Davidson in Surabaya city . Keyword : brand satisfaction, hedonism, utilitarianism, brand image
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