Deskripsi Lengkap
| Bahasa : | ind |
| Sumber Pengatalogan : | LibUI ind rda |
| Tipe Konten : | text (rdacontent) |
| Tipe Media : | unmediated (rdamedia); computer (rdamedia) |
| Tipe Carrier : | volume (rdacarrier); online resource (rdacarrier) |
| Deskripsi Fisik : | xiv, 128 pages ; illustration ; 30 cm + appendix |
| Naskah Ringkas : | |
| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan UI, Lantai 3 |
- Ketersediaan
- File Digital: 1
- Ulasan
- Sampul
- Abstrak
| No. Panggil | No. Barkod | Ketersediaan |
|---|---|---|
| S65594 | 14-18-223938675 | TERSEDIA |
| Tidak ada ulasan pada koleksi ini: 20445086 |
Abstrak
Tujuan penelitian ini adalah untuk menganalisis pengaruh corporate branding terhadap brand loyalty. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 responden dengan rentang usia 18 tahun ke atas yang menggunakan iPhone dan telah mengganti iPhone tersebut sebanyak 2 kali dalam 3 tahun terakhir serta bertempat tinggal di DKI Jakarta. Pengambilan sampel pada penelitian ini menggunakan metode purposive sampling. Model penelitian ini di uji dengan menggunakan analisis regresi berganda. Hasil penelitian ini menunjukkan bahwa corporate branding berpengaruh secara signifikan terhadap brand loyalty dan dimensi yang paling berpengaruh, yaitu dimensi symbolic benefits.
The objective of this research is to analyze the effect of corporate branding toward brand loyalty.This research applied quantitative approach by distributing questionnaires to 100 respondents in the age range of 18 years old and above who currently using iPhone and have replaced their iPhone at least two times in the last three years. This research used purposive sampling method and the research model was tested by using multiple regression analysis. The results showed that corporate branding has a significantly positive impact toward brand loyalty and the dimensions that have most influental impact are symbolic benefits.
The objective of this research is to analyze the effect of corporate branding toward brand loyalty.This research applied quantitative approach by distributing questionnaires to 100 respondents in the age range of 18 years old and above who currently using iPhone and have replaced their iPhone at least two times in the last three years. This research used purposive sampling method and the research model was tested by using multiple regression analysis. The results showed that corporate branding has a significantly positive impact toward brand loyalty and the dimensions that have most influental impact are symbolic benefits.