Decky, . (2023) PENGARUH BRAND EQUITY TERHADAP CUSTOMER SATISFACTION PADA PENGGUNA PRODUK APPLE IPHONE. S1 thesis, Universitas Atma Jaya Yogyakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dimensi dari brand equity seperti perceived quality, perceived value of cost, brand identification, trust, dan lifestyle congruence terhadap customer satisfaction pada pengguna produk Apple iphone. Responden dalam penelitian ini berjumlah 189 orang. Teknik pengumpulan data penelitian menggunakan kuisioner. Metode analisis yang digunakan adalah: analisis deskriptif dan analisis regresi berganda. Hasil penelitian menunjukan bahwa perceived quality, perceived value of cost, brand identification, trust,dan lifestyle congruence berpengaruh positif dan signifikan terhadap customer satisfaction.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | perceived quality, perceived value of cost, brand identification, trust, lifestyle congruence, customer satisfaction |
| Subjects: | Manajemen > Pemasaran |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Editor 2 uajy |
| Date Deposited: | 28 Nov 2023 20:39 |
| Last Modified: | 28 Nov 2023 20:39 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/30665 |
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