CD Skripsi

Pengaruh Brand Image Dan Customer Relationship Marketing Terhadap Brand Loyalty Dan Repurchase Intention Pada Konsumen Produk Kecantikan Oriflame Pt. Orindo Alam Ayu Di Pekanbaru

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Positioning strategy is a strategy that seeks to create unique differentiation in the minds of the target customers, so that the image or brand that is superior to the competitor's brand or product is formed. Oriflame has a positive image, in addition to its good product quality, and prices that can be reached by teenagers, using Oriflame products also creates a distinctive impression for the wearer. As consumers of young people, using Oriflame products creates a modern impression and creates prestige for them. So this Oriflame brand has a good brand image in the minds of consumers. This study aims to determine the effect of brand image and customer relationship marketing on brand loyalty and repurchase intention on consumers of Oriflame beauty products PT. Orindo Alam Ayu in Pekanbaru. Respondents of this study amounted to 100 Oriflame members. The data analysis technique used in the research is Path Analysis using SPSS 19. From the test results it is known that brand image variables have a positive and significant effect on brand loyalty, customer relationship marketing variables have a positive and significant effect on brand loyalty, brand image variables have a positive and significant effect on repurchase intention, brand image variables have a positive and significant effect on repurchase intention through brand loyalty and customer relationship marketing variables have a positive and significant effect on repurchase intention through brand loyalty to consumers of Oriflame beauty products PT. Orindo Alam Ayu in Pekanbaru. The company should be more selective in choosing promotional tools in order to optimally market the product so that many people know the product and Oriflame and consider the selling price of the product so that many people can use this product at an affordable price. Keywords: Brand Image, Customer Relationship Marketing, Brand Loyalty, Repurchase Intention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 118 (0150)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2018

Deskripsi Fisik

xiii, 112 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 118 (0150)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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