Probowati, Niken and , Soepatini, S.E., M.Si., Ph.D (2017) The Effect Of Brand Image On Customer Satisfaction And Loyalty Intention Of Zoya Cosmetic. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This paper explores the relationship between brand image, customer satisfaction and loyalty intention in the context of Zoya cosmetics. This study aims to determine the influence of such dimensions of brand image: functional, symbolic, social, appearance enhance, and experiential on customer satisfaction and loyalty intention in the context of Zoya cosmetics. Data were collected using questionnaire-based survey consisting of 24 questions and distributed to 70 respondents from the consumer of Zoya cosmetics, especially the consumer of Zoya cosmetic who lives in Surakarta city. In order to analyze the data obtained from questionnaires, quantitative methods were employed. The findings discovered that brand image positively related to customer satisfaction and loyalty intention. Finally, the researcher suggest that the findings of this research can be used as reference for the future research in related field, also can be used as reference for the company to build an effective and efficient marketing plan strategy considering the importance of brand image to enhance customer satisfaction and loyalty intention. Keyword: Brand Image, Customer Satisfaction, Brand Loyalty.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand Image, Customer Satisfaction, Brand Loyalty |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NIKEN PROBOWATI |
| Date Deposited: | 15 Aug 2017 05:32 |
| Last Modified: | 15 Aug 2017 05:32 |
| URI: | http://eprints.ums.ac.id/id/eprint/55544 |
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