Analisis Pengaruh Brand Characteristics Dan Brand Resonance Terhadap Brand Loyalty Laptop Asus Di Soloraya

Wijaya, Adhiasa Mahendra and , Dr. Drs. Moechammad Nasir, MM (2022) Analisis Pengaruh Brand Characteristics Dan Brand Resonance Terhadap Brand Loyalty Laptop Asus Di Soloraya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study is to analyze and discuss the effect of brand characteristics and brand resonance on brand loyalty on Asus laptop products in Soloraya. Furthermore, the formulation of the problem in this study is whether brand characteristics and brand resonance have a significant effect on brand loyalty. This research is a survey research with a quantitative approach using primary data types through filling out questionnaires distributed using Google Form. The data source of this research is a sample of respondents who own and use Asus brand laptop products in Soloraya. The population in this study are all consumers who own and use the Asus laptop brand in Soloraya. The sampling technique in this study was non-probability sampling using purposive sampling, where the number of samples in this study was 200 respondents. The hypothesis in this study is that brand characteristics are thought to have a significant effect on brand loyalty (H1), and brand resonance is considered to have a significant effect on brand loyalty (H2). The results showed that brand characteristics had a significant effect on brand loyalty, and brand resonance had a significant effect on brand loyalty. The conclusion of this study shows that brand characteristics (X1) and brand resonance (X2) have a significant effect on brand loyalty (Y) for Asus laptop products in Soloraya. Therefore, the proposed H1, and H2 are proven correct. The policy implication for the Asus company is to always innovate products based on brand characteristics, brand resonance, and brand loyalty..

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand characteristics, brand resonance, and brand loyalty.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADHIASA MAHENDRA WIJAYA
Date Deposited:	08 Aug 2022 08:19
Last Modified:	08 Aug 2022 08:19
URI:	http://eprints.ums.ac.id/id/eprint/102942

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