Pengaruh Ekuitas Merek Dan Bauran Promosi Terhadap Loyalitas Pengguna Kartu Telkomsel Di Surakarta

Harmasdini, Adinda and , Basworo Dibyo, S.E, M.Si (2021) Pengaruh Ekuitas Merek Dan Bauran Promosi Terhadap Loyalitas Pengguna Kartu Telkomsel Di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand equity and promotion mix on Telkomsel customer loyalty in Surakarta. This type of research is quantitative research, with a population of all Telkomsel users in Surabaya, amounting to 100 people. The sam-pling technique used was quota sampling technique. The technique of collecting data through distributing questionnaires conducted online. Based on the results of data processing with the help of the SPSS version 15 application, it is found that the brand equity variable has a significant positive effect on Telkomsel customer loyalty. The promotion mix variable has a significant effect on Telkomsel customer loyalty. Simul-taneously the two independent variables affect the dependent variable.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Equity, Promotional Mix, Customer 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:	ADINDA HARMASDINI
Date Deposited:	30 Sep 2021 03:59
Last Modified:	30 Sep 2021 03:59
URI:	http://eprints.ums.ac.id/id/eprint/94559

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