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UI - Tesis Membership :: Kembali

Pengaruh brand attitude dan brand romance terhadap brand loyalty pengguna telepon seluler = The influence of brand attitude and brand romance toward brand loyalty in cell phone users / Muhammad Husni Nurrohman

Muhammad Husni Nurrohman; Rembeth, John Daniel, supervisor; M. Gunawan Alif, examiner; Yeshika Alversia, examiner ([Publisher not identified] , 2015)

 Abstrak

[ABSTRAK
Tesis ini membahas mengenai seberapa besar sikap dan brand romance dari
konsumen untuk membentuk loyalitas terhadap merek smartphone yang
pelanggan miliki saat ini. Responden berdomisili di Jakarta, Bogor, Depok,
Tangerang, dan Bekasi. Brand Romance terbentuk dari tiga dimensi yaitu
kesenangan, gairah dan dominasi yang mempengaruhi emosional pelanggan
terhadap merek smarphone yang mereka miliki saat ini. Tujuan dari penelitian ini
untuk mengetahui seberapa besar pengaruh brand attitude dan brand romance
dalam memprediksi loyalitas pelanggan terhadap merek smartphone. Penelitian
ini adalah penelitian kuantitatif dengan menggunakan kuisioner dan dianalisis
menggunakan metode statistik deskriptif dengan program Analysis of Moment
Structural (AMOS) 22. Hasil dari penelitian ini menyarankan perusahaan untuk
lebih meningkatkan hubungan emosional dengan pelanggan terutama Gen Y agar
dapat meningkatkan loyalitas pelanggan terhadap produk mereka.

ABSTRACT
This thesis discussed about how consumer?s attitude and brand romance can
establish brand loyalty towards any smartphone?s brand. Respondents lived in
Jakarta, Bogor, Depok, Tangerang, and Bekasi. Brand Romance consists of three
dimensions there are pleasure, arousal, and dominance that affect the emotional
of customer?s smartphone to the brand that they have this day. The purpose of this
study was to determine how much the influence of brand attitude and brand
romance can predict customer?s brand loyalty. This research was a quantitative
research using a questionnaire and analyzed using descriptive statistical method
of Moment Structural Analysis program (AMOS) 22. The results of this study
suggest the company to improve the emotional connection toward the customers
espescially Gen Y that will enhance their loyalty to the brand;This thesis discussed about how consumer?s attitude and brand romance can
establish brand loyalty towards any smartphone?s brand. Respondents lived in
Jakarta, Bogor, Depok, Tangerang, and Bekasi. Brand Romance consists of three
dimensions there are pleasure, arousal, and dominance that affect the emotional
of customer?s smartphone to the brand that they have this day. The purpose of this
study was to determine how much the influence of brand attitude and brand
romance can predict customer?s brand loyalty. This research was a quantitative
research using a questionnaire and analyzed using descriptive statistical method
of Moment Structural Analysis program (AMOS) 22. The results of this study
suggest the company to improve the emotional connection toward the customers
espescially Gen Y that will enhance their loyalty to the brand;This thesis discussed about how consumer?s attitude and brand romance can
establish brand loyalty towards any smartphone?s brand. Respondents lived in
Jakarta, Bogor, Depok, Tangerang, and Bekasi. Brand Romance consists of three
dimensions there are pleasure, arousal, and dominance that affect the emotional
of customer?s smartphone to the brand that they have this day. The purpose of this
study was to determine how much the influence of brand attitude and brand
romance can predict customer?s brand loyalty. This research was a quantitative
research using a questionnaire and analyzed using descriptive statistical method
of Moment Structural Analysis program (AMOS) 22. The results of this study
suggest the company to improve the emotional connection toward the customers
espescially Gen Y that will enhance their loyalty to the brand, This thesis discussed about how consumer’s attitude and brand romance can
establish brand loyalty towards any smartphone’s brand. Respondents lived in
Jakarta, Bogor, Depok, Tangerang, and Bekasi. Brand Romance consists of three
dimensions there are pleasure, arousal, and dominance that affect the emotional
of customer’s smartphone to the brand that they have this day. The purpose of this
study was to determine how much the influence of brand attitude and brand
romance can predict customer’s brand loyalty. This research was a quantitative
research using a questionnaire and analyzed using descriptive statistical method
of Moment Structural Analysis program (AMOS) 22. The results of this study
suggest the company to improve the emotional connection toward the customers
espescially Gen Y that will enhance their loyalty to the brand]

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No. Panggil : T-Pdf
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 : computer
Tipe Carrier : online resource
Deskripsi Fisik : xii, 154 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
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T-Pdf 15-17-494537140 TERSEDIA
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