Pengaruh brand love terhadap word of mouth, purchase intention dan brand loyalty merek mobil
Info Katalog
File Repositori
Nomor Panggil : 2015_TA_MJ_022091083
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2015
Pembimbing 1 : Ganawati
Subyek : Word-of-mouth advertising;Customer loyalty
Kata Kunci : brand love, brand loyalty, word of mouth, purchase intention, otomotif, Honda
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2015_TA_MJ_022091083_Halaman-Judul.pdf | ||
| 2. | 2015_TA_MJ_022091083_Bab-1.pdf | 6 | |
| 3. | 2015_TA_MJ_022091083_Bab-2.pdf |
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| 4. | 2015_TA_MJ_022091083_Bab-3.pdf |
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| 5. | 2015_TA_MJ_022091083_Bab-4.pdf |
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| 6. | 2015_TA_MJ_022091083_Bab-5.pdf |
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| 7. | 2015_TA_MJ_022091083_Daftar-Pustaka.pdf | ||
| 8. | 2015_TA_MJ_022091083_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis adanya pengaruh positif BrandLove terhadap Word of Mouth, Purchase Intantion dan Brand Loyalty Merek Mobil.Jumlah sampel yang diambil dalam peneliti ini adalah 100 responden yangmemenuhi kriteria penelitian yaitu responden yang telah memiliki dan menggunakanmerek mobil CR-V. Hasil dari penelitian menunjukkan bahwa Brand Love, Word ofMouth, dan Purchase Intention memiliki peran bagi Brand Loyalty. Hasil inimemberikan pandangan secara teoritis bahwa Brand Loyalty merupakan salah satuhal yang penting dalam dunia bisnis otomotif, apa bila seorang konsumen sudahloyal pada satu brand maka konsumen tersebut akan melakukan pembelian kembali.
T The objectives of this research is to analyze the positive influence of BrandLove towards Purchase Intention, Word of Mouth, and Brand Loyalty Car Brand.The samples on this research are taken from 100 correspondents that fulfill thecriteria which is having and using the CR-V car. The results of this research showedthat Brand Love, Word of Mouth, and Purchase Intention has an effect on BrandLoyalty. This results gives a theoretical point of view that Brand Loyalty is one ofthe important things in the world of automotive business. If a consumer have theloyalty on one brand, then the consumer is willingly do a repurchase.
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