Dewi, Inggrid Christiana Ratna (2015) PENGARUH PERSONALITY TRAIT, BRAND PERSONALITY, DAN BRAND IMAGE TERHADAP BRAN LOYALTY. KASUS: KONSUMEN SABUN LUX DI JAKARTA DAN DEPOK / Inggrid Christiana Ratna Dew. Skripsi thesis, UNIVERSITAS TARUMANEGARA.
Full text not available from this repository.Abstract
This study analyzes the influence of brand personality, brand loyalty, brand image and brand loyaly. The background of this research for Lux soap remain as a beauty soap soaps among other health, beauty soap similar while many are not able to maintain its sales. The purpose of this study was to determine and analyze the influence of personality traits on Lux soap brand personality as well as to indentify and analyze the influence of personality trait, brand personality and brand image together Lux soap brand loyalty. The sample in this study are 250 respondents. Questionnaire used as data collectors. Testing the validity and reliability of the above indicators and concepts of these variables showed the value of the validity and reliability that quality as instruments. Multiple linear regression analysis is used to determine the influence of variables personality trait, brand personality, brand image and brand loyalt. Results of this study are significant influences of personality trait of the brand personality. There was no significant effect on brand loyalty brand personality. There is a significant influence on bran loyalty brand image.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Puskom untar untar |
| Date Deposited: | 10 Jul 2018 03:17 |
| Last Modified: | 10 Jul 2018 03:17 |
| URI: | http://repository.untar.ac.id/id/eprint/3862 |
Actions (login required)
 |
View Item |
