PENGARUH CITRA MEREK HARGA DAN BRAND AWARENESS TERHADAP LOYALITAS KONSUMEN KOSMETIK WARDAH (Studi Kasus Pada Mahasiswa Universitas Mercu Buana)

RAHAYU, SRI (2018) PENGARUH CITRA MEREK HARGA DAN BRAND AWARENESS TERHADAP LOYALITAS KONSUMEN KOSMETIK WARDAH (Studi Kasus Pada Mahasiswa Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to know the influence of brand image, price, and brand awareness to consumer loyalty. The object for this research is Student Mercu Buana University of west Jakarta who using wardah cosmetics. This research was done 110 respondents by using sampling technique. The data was processed by multiple regression analysis. The result shows that simoultant test (f) and the result of (t) partial have significant point of two independent variables that support the hipothesys.Therefore, the accepted assumption is, there is influence between brand imange and price to consumen loyalty, but brand awareness does not effect to consumer loyalty. Keyword : brand image, price, and brand awareness to consumer loyalty Penelitian ini untuk mengetahui pengaruh citra merek, harga, dan brand awareness terhadap loyalitas konsumen.Objek penelitian ini adalah Mahasiswa Mercu Buana Jakarta Barat yang menggunakan kosmetik wardah.Penelitian ini dilakukan terhadap 110 responden dengan menggunakan metode purposive sampling, kemudian data diproses menggunakan analisis regresi berganda.Hasil penelitian ini menujukkan dari hasil simultan (uji F) dan hasil persial (uji t) juga menujukkan nilai signifikat dari kedua variabel bebas yang mendukung hipotesa.Hasil penelitian menyatakan bahwa citra merek berpengaruh positif terhadap loyalitas konsumen, harga berpengaruh positif terhadap loyalitas konsumen, brand awareness tidak berpengaruh terhadap loyalitas konsumen. Kata kunci : pengaruh citra merek, harga, dan brand awareness terhadap loyalitas konsumen

Item Type: Thesis (S1)
Call Number CD: FE/AK. 18 071
NIM: 43114010366
Uncontrolled Keywords: pengaruh citra merek, harga, dan brand awareness terhadap loyalitas konsumen
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.9 Counterfeiting, Forgery, Alteration/Pemalsuan Uang
700 Arts/Seni, Seni Rupa, Kesenian > 760 Graphic Arts/Seni Grafika > 769 Prints/Seni Percetakan > 769.5 Forms of Prints/Bentuk-bentuk Seni Percetakan > 769.55 Paper Money/Uang Kertas
700 Arts/Seni, Seni Rupa, Kesenian > 760 Graphic Arts/Seni Grafika > 769 Prints/Seni Percetakan > 769.5 Forms of Prints/Bentuk-bentuk Seni Percetakan > 769.57 Stamps Other Than For Prepayment of Postage/Perangko Selain Untuk Pembayaran di Muka Atas Uang Muka
Divisions: Fakultas Ekonomi dan Bisnis > Akuntansi
Depositing User: Virda Syifa
Date Deposited: 22 Sep 2018 04:13
Last Modified: 24 Sep 2018 07:12
URI: http://repository.mercubuana.ac.id/id/eprint/44668

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