WIBAWA, AXEL (2021) PENGARUH BRAND AWARENESS DAN BRAND ATTITUDE TERHADAP CUSTOMER LOYALTY PRODUK DAMN I LOVE INDONESIA DENGAN PERCEIVED PRICE SEBAGAI VARIABEL MEDIASI. Masters thesis, Universitas Tarumanagara.
Preview |
Text
Cover_Axel Wibawa_117202030.pdf Download (25kB) | Preview |
Preview |
Text
Lembar Persetujuan_Axel Wibawa_117202030.pdf Download (285kB) | Preview |
Preview |
Text
Abstrak_Axel Wibawa_117202030.pdf Download (48kB) | Preview |
Preview |
Text
Daftar Isi_Axel Wibawa_117202030.pdf Download (233kB) | Preview |
Preview |
Text
Daftar Pustaka_Axel Wibawa_117202030.pdf Download (121kB) | Preview |
Abstract
The purpose of this study was to determine the effect of brand awareness, brand attitude on customer loyalty with price perception as a mediating variable on consumer loyalty. This study uses a non-probability sampling method with a convenience sampling technique. The author collected 393 respondents for this study from Jakarta, most of whom were users of the Damn I Love Indonesia! product. Responses were analyzed using PLS-SEM. The results showed that brand attitude and price perception had a positive impact on customer loyalty, brand awareness had no effect on customer loyalty. Brand awareness and brand attitude have a positive effect on price perception. In addition, price perception acts as an intermediary variable between customer loyalty. These findings suggest that Damn I Love Indonesia must maintain and improve the quality of products and prices offered to encourage customer decisions to repurchase or remain customers.
Keywords : Brand Awareness, Brand Attitude, Perceived Price, Customer Loyalty
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | Pembimbing : Dr. Miharni Tjokrosaputro, SE, MM |
| Uncontrolled Keywords: | Brand Awareness, Brand Attitude, Perceived Price, Customer Loyalty |
| Subjects: | Tesis Tesis > Pascasarjana |
| Divisions: | Pascasarjana |
| Depositing User: | Pasca Perpus |
| Date Deposited: | 14 Dec 2022 09:23 |
| Last Modified: | 14 Dec 2022 09:23 |
| URI: | https://repotest.untar.ac.id/id/eprint/37911 |
Actions (login required)
 |
View Item |