PENGARUH BRAND COMMUNICATION TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER BASED BRAND EQUITY DAN CUSTOMER VALUE SEBAGAI VARIABEL INTERVENING PADA PT. PLATINUM CERAMICS INDUSTRY DI SURABAYA

Youvita Calista




Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Komunikasi Merek (Tenaga Pemasar, Iklan, Pameran Dagang, Pemasaran langsung) terhadap Loyalitas Pelanggan pada PT. Platinum Ceramics Industry di Surabaya dengan Pelanggan Berdasarkan Ekuitas merk dan Nilai Pelanggan sebagai intervensi variabel. Dilakukan dengan menyebar­kan kuesioner kepada 100 toko yang menjual produk Platinum di Surabaya. analisis kuantitatif dengan metode model analisis jalur digunakan untuk analisis teknis.


Keywords


Komunikasi merek, pelanggan berdasarkan ekuitas merk, nilai pelanggan, loyalitas pelanggan

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