Wijayanti, Emmi (2012) Analisis Pengaruh Kepercayaan Merek Terhadap Loyalitas Merek Pada Konsumen Handphone Nokia Di Wilayah Semarang Barat Perumnas Krapyak. Other thesis, STIE Bank BPD Jateng.
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Abstract
The continuously Indonesian economy growing impacts on the emergence of several kinds of businesses, one among them is telecommunications. Many telecommunication companies were competing offers their attractive advantages for buyers. To answer the formulated problem, a study conducted on 100 respondents of Nokia mobile consumer in Krapyak Housing of West Semarang to determine the effects of brand haracteristics, company characteristics, and brand consumer characteristics upon to the brand loyalty using uestionnaire. Data techniques were done using accidental sampling techniques. The collected data were then analyzed using Multiple Linear Regression. To test this hypothesis, F test and t test were used at the 95% confidence level, α = 0,05 The result of data analysis showed that partially brand consumer characteristic variable has significant impact on brand loyalty of Nokia mobile consumer in Krapyak Housing of West Semarang with statistical t value of 7.505 ost dominant than any other variable (brand characteristics and company characteristics), while simultaneously the brand characteristics, company characteristics, and brand consumer characteristics have effect toward brand loyalty of Nokia mobile consumer in Krapyak Housing of West Semarang with statistical F value by 29.774 and significant level of 0.000. The adjusted R-square value was 46.6% it means that the variables of brand characteristics, company haracteristics, and brand consumer characteristics were able to explain the brand loyalty variable which is made by Nokia mobile phone in Krapyak Housing of West Semarang, the remaining 53.4% explained by other variables which is not proposed in the this research.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Karakteristik Merek, Karakteristik Perusahaan, Karakteristik Konsumen Merek, Loyalitas Merek. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Art |
| Depositing User: | Magang Magang Siswa |
| Date Deposited: | 20 Feb 2024 02:57 |
| Last Modified: | 20 Feb 2024 02:57 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1728 |
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