The Influence of Brand Personality Dimensions Towards Brand Loyalty: A Study at The Body Shop Lampung

Novita Supardi, 1311011114 (2017) The Influence of Brand Personality Dimensions Towards Brand Loyalty: A Study at The Body Shop Lampung. UNIVERSITAS LAMPUNG, FAKULTAS EKONOMI DAN BISNIS.


Download (53Kb) | Preview
[img] FIle PDF
Restricted to Hanya pengguna terdaftar

Download (2660Kb)

Download (2480Kb) | Preview


Brand personality is one of the important strategy to be the basis of relationship between the company and the customers in order to enhance brand loyalty. Brand personality has five dimensions, such as sincerity, excitement, competence, sophistication and ruggedness. The purpose of this research is to know the influence of brand personality towards brand loyalty in The Body Shop Lampung. Data were distributed to 100 respondents of The Body Shop Lampung customers who have membership card or purchase more than 3 times. By applying descriptive research design The Body Shop Lampung as the object research, using purposive sampling technique to get samples, multiple regression analysis as the technique analysis, and the result has shown that brand personality dimensions (sincerity, excitement, competence, sophistication and ruggedness) has positively and significantly influence towards brand loyalty on The Body Shop. In this research, brand personality dimensions have influenced towards brand loyalty as 48,6%. The research also found that the competitive advantage for The Body Shop is excitement dimension as the major personality that has influenced the customers to keep buying the brands in the future and recommend the brand to others. Keyword: Brand Personality Dimension and Brand Loyalty

Jenis Karya Akhir: Skripsi
Subyek: > H Social Sciences (General)
> HB Economic Theory
> HD Industries. Land use. Labor > HD28 Management. Industrial Management
Program Studi: Fakultas Ekonomi dan Bisnis > Prodi S1-Manajemen
Pengguna Deposit: 15565116 . Digilib
Date Deposited: 03 Jan 2018 07:37
Terakhir diubah: 03 Jan 2018 07:37

Actions (login required)

Lihat Karya Akhir Lihat Karya Akhir