CD Skripsi

Pengaruh Brand Image Terhadap Loyalitas Pelanggan Pada Koran Harian Riau Pos

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Brand image is the consumer perceptionof a brand consisting of a set of brand associations that exist in the minds of consumers, which connects the consumer thinking toward a brand. Perceptions formed by personal experience that consumers can become stronger if consumers experience the positive experience of the product. Customer loyalty is the customer who has a tendency to make repeat purchases of the productc/services of the same company, has a high consistency in the company, and have immunity to other companies.
This research was conducted at PT. Riau Pos Intermedia located on Jl. H. R. Soebrantas Km 10,5, Panam, Pekanbaru. The purpose of this research was conducted to determine the effect of brand image about customer loyalty to Riau Pos Daily Newspaper.
The method used in this research was descriptive and quantitative with SPSS program, where samples used is customer riau pos daily newspaper and as an information source is the HRD and Finance Manager. To determine the sample using the slovin formula, sampling with purposive sampling method. The technique of collecting data through interviews, observation, and questionnaires.
The results of data analysis includestest validity, reliability, and simple linear regression, brand image in this research include the strength of brand association, favorability of brand association, uniquenessof brand association. Each one has an indicator interrelated and positive effect on customer loyalty to Riau Pos Daily Newspaper. It can be concluded, t value (11,420) > t table (1,989) and Sig. (0,000) < 0,05. This means that the brand image have significant effect of customer loyalty.
Keyword : brand image, customer loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.115 (0114)

Penerbit

Pekanbaru : Universitas Riau - Fisipol - Ilmu Administrasi Bisnis., 2015

Deskripsi Fisik

viii, 79 hlm.;ill.; 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

01 04.115 (0114)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

Dewa

Versi lain/terkait

Lampiran Berkas

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