PENGARUH BRAND IDENTIFICATION DAN STORE BRANDSTERHADAP BRAND LOYALTY: CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIATOR

Heidy, Heidy and Keni, Keni (2015) PENGARUH BRAND IDENTIFICATION DAN STORE BRANDSTERHADAP BRAND LOYALTY: CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIATOR. Karya Ilmiah Dosen. pp. 320-329. ISSN 2089-1040

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Abstract

The purposes of this study is to explore the effect among brand identificationand, store brands on brand loyalty with customer satisfaction as a mediator variable. The population of this research are all J.Co Donuts & Coffeecustomer in West Jakarta. The samples of this research are collected from J.Co Donuts & Coffeecustomer in Ciputra Mall, Central Park Mall, Puri Indah Mall,px pavilion and Taman Anggrek Mall. The method of data collection was conducted by distributing questionnaires to 200 respondents. The technique of data analysis used in this study was regression analysis and mediating test to examine the hypotheses. The results are: (1) brand identification and store brands have a significant and positvive effect toward brand loyalty; (2) brand identification and store brands have a significant and positive effect toward customer satisfaction; (3) customer satisfaction has a positive effect on brand loyalty; (4) customer satisfaction mediate the effect between brand identification and store brands on brand loyalty.

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 10 Apr 2017 06:40
Last Modified: 10 Apr 2017 06:40
URI: http://repository.untar.ac.id/id/eprint/362

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