Annas, Mohammad (2013) PENGARUH KRITERIA BRAND ELEMENT DAN BRAND IMAGE PRODUK PRIVATE LABEL TERHADAP STORE IMAGE DAN IMPLIKASINYA TERHADAP LOYALITAS PELANGGAN (Studi Kasus di PT Panen Lestari Internusa Jakarta). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
|
Text (Cover)
Cover.pdf Download (488kB) | Preview |
|
|
Text (Abstrak)
Abstrak.pdf Download (103kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Bab 1)
BAB I.pdf Restricted to Registered users only Download (135kB) |
|
|
Text (Bab 2)
BAB II.pdf Restricted to Registered users only Download (295kB) |
|
|
Text (Bab 3)
BAB III.pdf Restricted to Registered users only Download (248kB) |
|
|
Text (Bab 4)
BAB IV.pdf Restricted to Registered users only Download (355kB) |
|
|
Text (Bab 5)
BAB V.pdf Restricted to Registered users only Download (748kB) |
|
|
Text (Bab 6)
BAB VI.pdf Restricted to Registered users only Download (148kB) |
|
|
Text (Daftar Pustaka)
Daftar Pustaka.pdf Restricted to Registered users only Download (875kB) |
Abstract
This study aims to analyze the effects and aspects of store images and customers loyalty. Independent variable in this research is criteria of brand element and brand image, and dependent variables are store image and customer loyalty. This research were using questionnaires collected from 302 respondents who buy products with private label brand on their shopping baskets. The result showed that brand element criteria had significant effect on store image and the same as brand image gave significant effect on store image, and store image significantly affect the customer loyalty. The conclusion derived from this study was to keep the private brand element criteria on the sight of customer side, maintain its good image because the brand effecting also the store image where the private label brand sold. Reinforcing store image periodically to maintain its customer loyalty should be done periodically and frequently. Keyword : Private label, Private Brand, Brand Element Criteria, Brand Image, Customer Loyalty, Store Image Penelitian ini bertujuan untuk mengetahui faktor faktor dan aspek yang mempengaruhi store image dan loyalitas pelanggan. Variabel bebas yang diteliti di dalam penelitian ini adalah variabel kriteria brand element dan brand image, sedangkan variabel terikat/variabel tidak bebas yang diteliti adalah store image dan customer loyalty. Dalam penelitian ini pengumpulan data dilakukan dengan menggunakan kuesioner terhadap 302 responden yang melakukan pembelian produk private label. Dari hasil pengolahan data didapatkan hasil bahwa kriteria brand element berpengaruh signifikan terhadap store image dan brand image berpengaruh terhadap store image, dan store image berpengaruh terhadap customer loyalty. Hasil penelitian mengungkapkan bahwa pemilihan kriteria sebuah merek produk private label akan mempengaruhi store image sehingga merek suatu produk private label harus mudah diingat, bermakna, disukai dan memberikan rasa aman bagi konsumen yang pada akhirnya akan menentukan image sebuah gerai penjualan atau toko. Hasil penelitian juga mengungkapkan bahwa image sebuah gerai penjualan akan meningkatkan atau menurunkan tingkat loyalitas pelanggannnya Keyword : Private label, Kriteria Brand Element, Brand Image, Customer Loyalty
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-13-060 |
| Call Number: | TM/51/13/126 Halaman tidak len |
| NIM/NIDN Creators: | 55110120147 |
| Uncontrolled Keywords: | Private Label, kriteria Brand Element, Brand Image, Loyalitas Pelanggan, MPS, Manajemen Pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 11 Jul 2013 13:50 |
| Last Modified: | 12 Jul 2022 02:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/15035 |
Actions (login required)
 |
View Item |
