BRAND LOYALTY PRODUK CELANA JEANS DI YOGYAKARTA

Prasetio, R. Oki Eko (2006) BRAND LOYALTY PRODUK CELANA JEANS DI YOGYAKARTA. S2 thesis, UAJY.

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Abstract

This research aim to compare the perception between consumer hard-core loyal. Consumer brand switchers, and consumer non users in conducted assessment for a Jeans brand. This research adopt the variable and research instrument conducted by Lau. Chang, Moo and Liu about brand loyalty of product sportwear in Hongkong in the year 2005. Data collecting conducted by propagating questioner of college student in Yogyakarta. A success Responder netted by a number of 200 who represent the consumer of jeans pants from brand Lea, Lee Cooper, Levi'S and Tira. Indicator of concerning construct brand loyalty analysed by using discriminant analysis, indicating that third group of consumer of hard-core loyal, brand switchers, and non users own the different perception in assessing factors influencing their loyalitas in election a brand.

Item Type: Thesis (S2)
Uncontrolled Keywords: brand loyalty, hard-core loyal, brand switchers, non users, discriminant analysis
Subjects: Magister Manajemen > Manajemen Pemasaran
Divisions: Pasca Sarjana > Magister Manajemen
Depositing User: Editor UAJY
Date Deposited: 08 Oct 2015 08:50
Last Modified: 08 Oct 2015 08:50
URI: http://e-journal.uajy.ac.id/id/eprint/8102

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