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.

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Abstrak

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

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > H Social Sciences (General)
H Ilmu Sosial = Social Sciences > HB Economic Theory
H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Program Studi: Fakultas Ekonomi dan Bisnis > Prodi Manajemen
Depositing User: 15565116 . Digilib
Date Deposited: 03 Jan 2018 07:37
Last Modified: 03 Jan 2018 07:37
URI: http://digilib.unila.ac.id/id/eprint/29655

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