ANISA ANGGRAINI , 1216051015 (2016) MAMBANGUN LOYALITAS MEREK MELALUI CITRA MEREK, KUALITAS LAYANAN, DAN REPUTASI MEREK (Studi Pada Nasabah PT.Bank Mandiri (PERSERO) Tbk kantor cabang pusat W. R Supratman di Bandar Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.
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COVER LUAR.pdf Download (107Kb) | Preview |
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DAFTAR LAMPIRAN.pdf Download (184Kb) | Preview |
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LEMBAR PERSETUJUAN.pdf Download (421Kb) | Preview |
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
merek berpengaruh signifikan terhadap loyalitas merek. Secara parsial, untuk variabel citra merek berpengaruh signifikan terhadap loyalitas merek, untuk variabel kualitas layanan dan reputasi merek berpengaruh namun tidak signifikan terhadap loyalitas merek. Kata kunci: Citra Merek, Kualitas Pelayanan, Reputasi Merek abstract This study aimed to determine the effect of brand image, service quality and brand reputation to brand loyalty of customers PT.Bank Mandiri (Persero) Tbk branches W. R Supratman center Bandar Lampung. The type of this research was explanatory. This study used a sample 100 customers of Bank Mandiri branch offices WR Supratman Bandar Lampung. Analysis of the data in this study used the technique of Multiple Linear Regression testing tool SPSS 20. Hypothesis testing used R test, test and test F T. Results of this study showed that simultaneously, brand image, service quality and brand reputation have significantly influence brand loyalty. Partially, for brand image variables significant effect on brand loyalty. Partially, for the variable of brand image influence brand loyalty significantly, for service quality and brand reputation variable has influence on brand loyalty but not significant. Keyword: Brand Image , Brand Reputation, Service Quality
| Jenis Karya Akhir: | Skripsi |
|---|---|
| Subyek: | > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HF Commerce |
| Program Studi: | Fakultas ISIP > Prodi Ilmu Administrasi Bisnis |
| Pengguna Deposit: | 583290 . Digilib |
| Date Deposited: | 03 Feb 2016 04:42 |
| Terakhir diubah: | 03 Feb 2016 04:42 |
| URI: | http://digilib.unila.ac.id/id/eprint/20837 |
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