Pengaruh Kepuasan Pelanggan terhadap Loyalitas Merek Sari Buah Kemasan Buavita di Surabaya

RICHEL, STEPHEN (2011) Pengaruh Kepuasan Pelanggan terhadap Loyalitas Merek Sari Buah Kemasan Buavita di Surabaya. [Undergraduate thesis]

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Official URL: http://digilib.ubaya.ac.id/pustaka.php/224029

Abstract

Goals to be achieved in this study is to investigate, analyze, and prove the influence of customer satisfaction on brand loyalty Buavita in Surabaya. This study uses conclusive research, and the classification of conclusive research, this study included in experimental research. This study used technical Simple Linear Regression Analysis. While the number of samples taken as many as 100 respondents with non probability sampling technique of sampling and type of sampling used was convenience sampling. Measurement scale used is the numerical scale. Customer satisfaction in terms of attributes related to the product and attributes related to the purchase. Which Attribute related to the product consists of the price value relationship, Product quality, product benefits, product features, product design, product reliability and consistency and range of product and service. While the Attribute related to the purchase consisted of Easy or convenience of acquisition, Company reputation and competence Company. Brand loyalty measure in terms of behavior, switching costs, measuring satisfaction, liking of the brand and commitment. Target population in this study are the customers who buy and consume Buavita at least 2 times a month and is domiciled in Surabaya. With the help of SPSS 17.0 statistics linear regression analysis to find out how big the influence of customer satisfaction on brand loyalty Buavita in Surabaya. Based on the results of hypothesis testing as a whole, it can be proved that the working hypothesis proposed that "Presumably there is the influence of customer satisfaction on brand loyalty Buavita juice packaging in Surabaya" is true. This can be evidenced from the results of hypothesis testing regression coefficient (b) equal to 0.702. In this case the influence that happened is positive and it means that customer satisfaction bottled fruit juice products in Surabaya Buavita experience an increase or decrease the brand loyalty of fruit juice products packaged in Surabaya Buavita will also experience a rise or a decline of 0.702. Coefficient of determination (R2) of 0.492 or 49.2%, which means that 49.2% variation brand loyalty variable packaging fruit juice products can be explained by variations Buavita variable customer satisfaction Buavita packaging fruit juice products in Surabaya.

Item Type: Undergraduate thesis
Uncontrolled Keywords: Kepuasan Pelanggan, Merek, Loyalitas Merek
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Moch. Ali Syamsudin 197011
Date Deposited: 02 May 2014 06:18
Last Modified: 02 May 2014 06:18
URI: http://repository.ubaya.ac.id/id/eprint/12651

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