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PENGARUH KOMUNITAS MEREK DAN EKUITAS MEREK TERHADAP LOYALITAS MEREK MOTOR SCOOTER MATIC VESPA PAGGIO DI KOTA PALEMBANG

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Penilaian

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THE EFFECT OF BRAND COMMUNITY AND BRAND EQUITY ON BRAND LOYALTY OF VESPA PAGGIO MATIC SCOOTER MOTORCYCLE IN PALEMBANG CITY By: Yebi Riswanto Technological developments from year to year continue to experience very rapid progress, especially in the fields of business and technology, this is very clearly seen by the influence of companies or entrepreneurs between countries in the world to compete with each other in the field of technology and business. This competition encourages companies to continue to develop their product innovations, so that entrepreneurs can take advantage of and turn opportunities into ideas that can be sold or marketed, provide added value by utilizing effort, time, cost, or skills with the aim of making a profit. products, marketing strategies, and solutions in addressing the ever-growing technological truce. In this study, we examine brand community and brand equity on brand loyalty by taking 100 respondents who are members of the modern Piaggio Addict vespa motor scooter community in Palembang City, using multiple regression analysis techniques with SPSS. 26 The results show that the brand community variable ( 0.000) and brand equity (0.003) have a positive influence on brand loyalty. In addition, the determination value of 30.1% with the remaining 69.9% was influenced by this study.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2307000683	T89970	T899702023	Central Library (Referens)	Available

Detail Information

Series Title

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Call Number

T899702023

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2023

Collation

xvi, 64 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Prodi Manajemen, Manajemen Pemasaran

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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