Pengaruh Citra Merek dan Keterikatan Emosional terhadap Loyalitas Konsumen pada Produk Persik Kediri Store. (The Influence of Brand Image and Emotional Attachment to Consumer Loyalty in Persik Kediri Store Products)

Sariroh, Maulidia (2022) Pengaruh Citra Merek dan Keterikatan Emosional terhadap Loyalitas Konsumen pada Produk Persik Kediri Store. (The Influence of Brand Image and Emotional Attachment to Consumer Loyalty in Persik Kediri Store Products). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Official URL: http://repository.untag-sby.ac.id

Abstract

Loyalitas konsumen adalah kesetiaan konsumen terhadap perusahaan, merek maupun produk. Citra merek dan keterikatan emosional merupakan beberapa faktor yang dapat mempengaruhi loyalutas konsumen. Tujuan dalam penelitian ini antara lain adalah untuk mengetahui dan juga menganalisa ada tidaknya pengaruh dari citra merek dan keterikatan emosional terhadap loyalitas konsumen dengan objek penelitian yaitu Persik Kediri Store. Dalam penelitian ini digunakan 96 responden untuk teknik pengambilan sampel dengan menggunakan kuesioner. Dari kuesioner tersebut akan diperoleh data yang kemudian dianalisa dan diproses menggunakan multiple linear regresision ( regresi linear berganda ). Hasil dari penelitian ini menunjukkan bahwa citra merek dan keterikatan emosional secara parsial dan simultan berpengaruh positif dan signifikan terhadap loyalitas konsumen pada produk Persik Kediri Store.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Citra Merek, Keterikatan Emosional, Loyalitas Konsumen
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User: 1121700010 Maulidia Sariroh
Date Deposited: 04 Nov 2022 02:30
Last Modified: 04 Nov 2022 02:30
URI: http://repository.untag-sby.ac.id/id/eprint/17169

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