PRASETYA, IRFAN DHIYA (2023) ANALISIS TINGKAT BRAND LOYALTY POLO RALPH LAUREN INDONESIA PADA E-COMMERCE (Survey Pada Followers Brand Polo Ralph Lauren Indonesia Di Shopee). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to explain the level of brand loyalty to the Polo Ralph Lauren Indonesia brand in E-Commerce, to find out the strength of Polo Ralph Lauren Indonesia brand loyalty in E-Commerce, the dominant buyer level of Polo Ralph Lauren Indonesia brand loyalty in E-Commerce. The type of research used in this research is descriptive research using a quantitative approach. The samples taken were 100 respondents who were followers of the official Polo Ralph Lauren Indonesia store account. The data collection method used is a questionnaire. Data analysis used in this research is descriptive statistical analysis. The results of this study indicate that the level of brand loyalty from the stratified buyer level is 4.02, followed by liking the brand 4.01 second, then habitual buyers with a mean of 3.85, then there are committed buyers with a mean of 3.78, and the last finally there is a brand switcher with a mean value of 3.7. Keywords: Brand Loyalty, Brand Switcher, Habitual Buyer, Statified Buyer, Liking The Brand, Committed Buyer Penelitian ini bertujuan untuk menjelaskan tingkat loyalitas merek pada brand Polo Raplh Lauren Indinesia pada E-Commerce, mengetahui bentuk kekuatan loyalitas merek Polo Ralph Lauren Indonesia pada E-Commerce, tingkat pembeli yang dominan dari loyalitas merek Polo Ralph Lauren Indonesia pada ECommerce. Jenis penelitian yang digunakan pada penelitian ini adalah penelitian deskriptif dengan menggunakan pendekatan kuantitatif. Sampel yang diambil sebanyak 100 responden yang merupakan followers account official store Polo Ralph Lauren Indonesia. Metode pengumpulan data yang digunakan adalah kuesioner. Analisis data yang digunakan pada penelitian ini adalah analisis statistik deskriptif. Hasil penelitian ini menunjukkan bahwa tingkat loyalitas merek dari tingkat statified buyer sebesar 4,02 lalu diikuti dengan liking the brand 4,01 diurutan ke dua, lalu habitual buyer dengan mean 3,85, lalu ada commited buyer dengan mean 3,78, dan yang terakhir ada brand switcher dengan nilai mean 3,7. Kata Kunci : Brand Loyalty, Brand Switcher, Habitual Buyer, Statified Buyer, Liking The Brand, Commited Buyer
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PKP. 23 042 |
| NIM/NIDN Creators: | 44316110025 |
| Uncontrolled Keywords: | Brand Loyalty, Brand Switcher, Habitual Buyer, Statified Buyer, Liking The Brand, Commited Buyer |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.1 Advertising/Periklanan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 14 Oct 2023 07:34 |
| Last Modified: | 14 Oct 2023 07:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/82509 |
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