Skripsi

PENGARUH BRAND EQUITY TERHADAP LOYALITAS PELANGGAN DI KOPI KENANGAN DI KOTA PALEMBANG.

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Penilaian

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This research aims to find out how and how much influence brand equity has on customer loyalty at Kopi Kenangan, Palembang City. This type of research uses quantitative methods. Sampling used purposive sampling techniques and the lemeshow formula with a sample size of 100 respondents. This research uses primary data in the form of a questionnaire and the data analysis technique used is the t test and simple linear regression analysis. The t test results show that the brand equity variable partially has a significant effect on customer loyalty. The results of the simple linear regression analysis of the brand equity variable have an effect of 0.699. The advice given in this research is that the Kopi Kenangan brand in Palembang City should build an emotional side that is connected between the brand and consumers and create innovation in terms of service and taste of Kopi Kenangan products, so that it will give rise to feelings of liking which will lead to purchasing decisions and will create customer loyalty.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2407001794	T141623	T1416232024	Central Library (Referens)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1416232024

Publisher

Inderalaya : Prodi Manajemen, Fakultas Ekonomi Universitas Srwijaya., 2024

Collation

xviii, 63 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

unmediated

Carrier Type

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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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