Analisis Consumer Brand Characteristics Terhadap Brand Loyalty Produk Merek Ella Skincare Di Solo Raya

Arfa, Erlines Naria and , Dr. H Moechammad Nasir, SE, MM (2021) Analisis Consumer Brand Characteristics Terhadap Brand Loyalty Produk Merek Ella Skincare Di Solo Raya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of the brand characteristics variable which consists of 3 variables, namely, consumer satisfaction, consumer experience, consumer perceived as an independent variable, on brand loyalty, on Ella skincare brand products. The sample in this study was 100 respondents who were taken through the purposive sampling method. The analytical tools used in this study include the instrument test data path coefficient test, goodness of fit test and hypothesis testing using the SmartPLS program. The results of this study indicate that 1) consumer satisfaction has a positive and significant effect on brand loyalty. 2) consumer experience has no positive and significant effect on brand loyalty. 3) consumer perceived satisfaction has a positive and significant effect on brand loyalty.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Consumer Brand Characteristic, Brand Loyalty
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ERLINES NARIA ARFA
Date Deposited:	07 Sep 2021 03:01
Last Modified:	27 Sep 2021 02:37
URI:	http://eprints.ums.ac.id/id/eprint/94202

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