PHAZA, PUTRI NUR FITRI (2012) Analisis Pengaruh Asosiasi Merek, Brand Value (NILAI MEREK) Dan Saluran Distribusi Terhadap Keputusan Konsumen. Other thesis, STIE Bank BPD Jateng.
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M.06.12 PUTRI NUR FITRI PHAZA 1M071077.pdf Download (4MB) |
Abstract
Firm characteristics may affect the level of customer trust in a brand. Likewise with Mustika Ratu powder brand in order to meet customer satisfaction expectations would have been making various efforts, among others through brand association, brand value and distribution channels. Brand association is anything that relates directly or indirectly with a memory of the consumer towards a brand. Brand associations can create a value for the company and its customers, because it can assist in the preparation of information to distinguish one brand from another brand. Brand value (brand value) is the value contained in the brand, that brand has a high value that is within its customers. Distribution channels is a person or institution that is the tool used by producers of intermediate companies, buyers and sellers who work actively to distribute goods and services owned by manufacturers or companies. Related to the distribution channels used by companies, the customer is a person who continuously and repeatedly came to a similar place to satisfy his desire to have a product or acquire a product or service and pay for such services. Efforts to create customer satisfaction is not an easy process, because it involves consumers as users of the products produced. Measurement of customer satisfaction is very beneficial to the company in order to evaluate the existence of products that will be known whether the product was well received by consumersThis study aims to determine the effect of brand association, brand value and distribution channels of consumer satisfaction in the choice of brand powder Mustika Ratu. The population in this study is Mustika Ratu cosmetic consumes. Samples used in this study with a total of 96 respondents accydental sampling method. The analytical method used is multiple regression analysis.The results of regression analysis showed that the association of the brand had no effect on customer satisfaction, as evidenced by the significance value of 0.304. Positive effect on brand value of customer satisfaction, as evidenced by the significance value of 0.001 which means the better the brand value will increase customer satisfaction. Distribution channels have no effect on customer satisfaction as evidenced by the significance value of 0.110.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | brand association, brand value, distribution channels, customer satisfaction |
| 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: | 19 Feb 2024 05:06 |
| Last Modified: | 19 Feb 2024 05:06 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1698 |
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