CD Tesis

Pengaruh Aktivitas Merek Dan Pengalaman Merek Terhadap Kesadaran Merek Dan Kepuasan Nasabah Asuransi Jasa Raharja Di Kota Pekanbaru

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As the current monopoly traffic accident insurance, nowadays Jasa Raharja has faced with the discourse of losing its monopoly privilege. Therefore, Jasa Raharja has to make sure that their customers would be highly satisfied. This study aims to analyze the direct and indirect effect of brand activation and brand experience toward satisfaction mediated by brand awareness. Population are customers who have claimed insurance coverage to Jasa Raharja. The number of 96 samples taken by using Slovin and purposive sampling approach. Descriptive and SEM-PLS employed to analyze the data. The study reveals that brand activation has significant effect towards brand experience but not significant towards customer satisfaction. On the other hand, brand experience directly significant effect towards customer satisfaction. The mediating role brand awareness is significant on the effect of brand experience towards customer satisfaction, but not significant on the effect of brand activation towards customer satisfaction.

Keywords: Satisfaction, Brand Awareness, Brand Activation, Brand Experience

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 218 (0124)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2018

Deskripsi Fisik

ix, 117 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 218 (0124)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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