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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 05/07/2021 14:51:55 • 318 Views
PENGARUH WOM (WORD OF MOUTH), CITRA MEREK, HARGA TERHADAP LOYALITAS PELANGGAN HAND AND BODY LOTION ORIFLAME DI WILAYAH JAKARTA BARATCreated by :
INTAN MUTIARA LESTARI ( 20160101278 )
| Subject: | CITRA MEREK
HARGA
LOYALITAS PELANGGAN | | Alt. Subject : | BRAND IMAGE
PRICE
CUSTOMER LOYALTY | | Keyword: | WOM (Word Of Mouth)
Citra Merek
Harga
Loyalitas pelanggan. |
Description:
Tujuan Penelitian ini bertujuan untuk mengetahui besarnya pengaruh WOM (Word Of Mouth), citra merek dan harga terhadap variabel terikat loyalitas pelanggan pada produk hand and body lotion Oriflame di wilayah Jakarta Barat. Penelitian ini dilakukan kepada masyarakat yang sudah pernah membeli dan menggunakan produk di wilayah Jakarta Barat dengan jumlah
150 responden. Responden ini ditentukan menggunakan teknik accidental sampling. Pengumpulan data dilakukan dengan penyebaran kuesioner dengan menggunakan skala Likert 4 poin untuk mengukur 26 indikator. Teknik analisis data menggunakan analisis regresi linear berganda. Hasil penelitian ini membuktikan bahwa WOM (Word Of Mouth) berpengaruh positif terhadap loyalitas pelanggan, citra merek berpengaruh positif terhadap loyalitas pelanggan, harga berpengaruh positif terhadap loyalitas pelanggan dan WOM (Word Of Mouth) variabel paling dominan diantara variabel lainnya terhadap loyalitas pelanggan.
| Contributor | : |
- Prof. Dr. Mariana Tenreng SE, M.Si
| | Date Create | : | 05/07/2021 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-20160101278 | | Collection ID | : | 20160101278 |
Source :
Undergraduate Theses of Management
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Universitas Esa Unggul
Rights :
@Perpustakaan Universitas Esa Unggul 2021
Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-wom-word-of-mouth-citra-merek-harga-terhadap-loyalitas-pelanggan-hand-and-body-lotion-oriflame-di-wilayah-jakarta-barat-20618.html
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