CUSTOMER SATISFACTION AND SOCIAL ACTIVITIES TOWARDS TO BRAND POSITIONING IN SERVICE SECTOR OF LANTAI BUMI COFFEE

Panjaitan, Charisty Clamentine (2022) CUSTOMER SATISFACTION AND SOCIAL ACTIVITIES TOWARDS TO BRAND POSITIONING IN SERVICE SECTOR OF LANTAI BUMI COFFEE. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

Brand and brand positioning has become very important in today’s global world. Every sector has to create a brand and increase brand awareness to the society where the interactions have increased tremendously. Brand positioning describes how a brand is not quite the same as its rivals and how it sits in the customers minds. That’s means when a brand can positions themselves very well, the chances to success will increase. The main purpose of this thesis is to investigate the impact of customer satisfaction and social activities towards to brand positioning. The survey is conducted in the one of famous coffee shop in Yogyakarta, Lantai Bumi Coffee. The result show that there is a meaningful relationship between customer satisfaction and brand positioning of Lantai Bumi Coffee. There’s also a meaningful relationship between social activities and brand positioning of Lantai Bumi.

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