Pengaruh Keunggulan, Kekuatan dan Keunikan Asosiasi Merek Terhadap Loyalitas Pelanggan Smartphone iPhone (Survey konsumen di Kota Palembang)
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Institusion

Universitas Katolik Musi Charitas

Author

Kurniawan, Herwin

Subject

H Social Sciences (General) 

Datestamp

2020-02-24 10:29:52 

Abstract :
This study aims to investigate the influence of brand associations excellence, strength of brand association, the uniqueness of brand associations on customer loyalty of smartphone users iPhone brand. Sampling was done by purposive sampling. Purposive sampling is random sampling technique to establish criteria for each respondent separately. This study took a sample of 96 people to be used as a study. The results of this study indicate that the hypothesis is accepted. With significant advantages variabeal 0,018 for brand association, 0.003 to the variable strength of brand association, 0,007 unique variables associated merek.Variabel brand association excellence, strength of brand association has positive and negative berpengruh unique brand association to the purchasing decision. 

File :
EM-2016-112214-cover.pdf
EM-2016-112214-abstract.pdf
EM-2016-112214-complete.pdf
EM-2016-112214-summary_id.pdf
EM-2016-112214-tableofcontent.pdf
EM-2016-112214-chapter1.pdf
EM-2016-112214-chapter2.pdf
EM-2016-112214-chapter3.pdf
EM-2016-112214-chapter4.pdf
EM-2016-112214-conclusion.pdf
EM-2016-112214-reference.pdf
EM-2016-112214-attachment.pdf