Analisis pengaruh retail brand personality dan self-congruity terhadap store loyalty dengan gender sebagai variabel moderasi: studi kasus The Goods Dept = The effect of retail brand personality and self-congruity towards store loyalty with gender as moderating variable: case study The Goods Dept / Syarifa Nadira Putri
Syarifa Nadira Putri;
Hapsari Setyowardhani, supervisor; Nurdin Sobari, examiner; Ulian Taurin Malik, examiner
([Publisher not identified]
, 2015)
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[ABSTRAK Skripsi ini membahas tentang cara mengukur loyalitas pelanggan terhadap gerai ritelThe Goods Dept dilihat dari kepribadian merek ritel dan kesesuaian antara konsep dirikonsumen The Goods Dept dengan konsumen The Goods Dept yang lain. Selain itu,variabel gender digunakan sebagai moderasi dalam penelitian ini. Penelitian initergolong penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menyarankanapabila The Goods Dept ingin meningkatkan loyaitas terhadap gerainya, maka timmanajerial The Goods Dept sebaiknya membuat rencana pemasaran yang tidakmembedakan gender pelanggannya dan untuk mempertahankan nilai keunikannyadengan lebih menyeleksi dengan baik produk-produk yang dijual. ABSTRACT The focus of this study is how to measure The Goods Dept?s store loyalty in terms ofretail brand personality and self-congruity. Gender is uses as moderating variable inthis study. This research is quantitative descriptive interpretive. The researchersuggests that if The Goods Dept wants to increase the store loyalty, the manager shouldmake marketing plans which can be applied to both men and women customers andshould keep its uniqueness by selling unique and selected products only;The focus of this study is how to measure The Goods Dept?s store loyalty in terms ofretail brand personality and self-congruity. Gender is uses as moderating variable inthis study. This research is quantitative descriptive interpretive. The researchersuggests that if The Goods Dept wants to increase the store loyalty, the manager shouldmake marketing plans which can be applied to both men and women customers andshould keep its uniqueness by selling unique and selected products only, The focus of this study is how to measure The Goods Dept’s store loyalty in terms ofretail brand personality and self-congruity. Gender is uses as moderating variable inthis study. This research is quantitative descriptive interpretive. The researchersuggests that if The Goods Dept wants to increase the store loyalty, the manager shouldmake marketing plans which can be applied to both men and women customers andshould keep its uniqueness by selling unique and selected products only] |
 S60578-Syarifa Nadira Putri.pdf :: Unduh |
| No. Panggil : | S60578 |
| Entri utama-Nama orang : | |
| Entri tambahan-Nama orang : | |
| Entri tambahan-Nama badan : | |
| Subjek : | |
| Penerbitan : | [Place of publication not identified]: [Publisher not identified], 2015 |
| Program Studi : |
| Bahasa : | ind |
| Sumber Pengatalogan : | LibUI ind rda |
| Tipe Konten : | text |
| Tipe Media : | unmediated ; computer |
| Tipe Carrier : | volume ; online resource (rdacarrier |
| Deskripsi Fisik : | xvii, 69 pages : illustration ; 30 cm + lappendix |
| Naskah Ringkas : | |
| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan UI, Lantai 3 |
| No. Panggil | No. Barkod | Ketersediaan |
|---|---|---|
| S60578 | TERSEDIA |
| Ulasan: |
| Tidak ada ulasan pada koleksi ini: 20413007 |
