PENGARUH CITRA MEREK, PERSEPSI HARGA, KESADARAN MEREK TERHADAP LOYALITAS MEREK (Studi Pada Pelanggan Pembersih Wajah Wardah)

PUSPASARI, FITRI DIANA (2024) PENGARUH CITRA MEREK, PERSEPSI HARGA, KESADARAN MEREK TERHADAP LOYALITAS MEREK (Studi Pada Pelanggan Pembersih Wajah Wardah). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the effect of brand image, price perception, brand awareness on brand loyalty (Study on wardah facial cleanser customers). This research was conducted on 185 respondents using a quantitative approach. The data analysis method used is Structural Equation Modeling (SEM). The results showed that brand image has a positive and significant effect on wardah facial cleanser brand loyalty, price perception has a positive and significant effect on wardah facial cleanser brand loyalty, brand awareness has a positive and significant effect on wardah facial cleanser brand loyalty. Keywords: Brand Image, Price Perception, Brand Awareness, Brand Loyalty Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, persepsi harga, kesadaran merek terhadap loyalitas merek (studi pada pelanggan pembersih wajah wardah). Penelitian ini dilakukan terhadap 185 responden dengan menggunakan pendekatan kuantitatif. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap loyalitas merek pembersih wajah wardah, persepsi harga berpengaruh positif dan signifikan terhadap loyalitas merek pembersih wajah wardah, kesadaran merek berpengaruh positif dan signifikan terhadap loyalitas merek pembersih wajah wardah. Kata Kunci: Citra Merek, Persepsi Harga, Kesadaran Merek, Loyalitas Merek

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 221
Call Number: SE/31/24/166
NIM/NIDN Creators: 43120010168
Uncontrolled Keywords: Citra Merek, Persepsi Harga, Kesadaran Merek, Loyalitas Merek
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 12 Jul 2024 01:42
Last Modified: 12 Jul 2024 01:42
URI: http://repository.mercubuana.ac.id/id/eprint/89481

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