Astrida, Yudhit Windi (2005) ANALISIS LOYALITAS KONSUMEN TERHADAP PRODUK HANDPHONE MEREK NOKIA (Studi Kasus di Perumahan Grinhos Yogyakarta). S1 thesis, UAJY.
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Abstract
Target of this research is to analyse the consumer loyalty to the handphone of Nokia brand roduct. Consumer loyalty measured by using analysis to calculate the Possibility Rate of Transition. Others, also analysis of brand loyalty levelbest pursuantto consumer assessment, that is: Switcher, Habitual Buyer, Satisfied Buyer, Liking the Brand and Committed Buyer. This research conducted to 200 responder in "Grinhos" real estate Yogyakarta. representing to citizen who owning or using the handphone of Nokia brand product. Determination sample use Purposive sampling Method that is a technique of determination sampel with consideration that is who use the handphone of Nokia brand product. Based on analysis result, this research depict that brand loyalty is a very important concept specially at the very low growth level marketcondition, but the emulation very tight in this time, consumer existence which brand loyalty very required by company to earn to live on, and strive to maintain this often become the more effective strategy if compared to effort new client. Getting brand loyalty consumer is most valuable that if in the reality is a heavy product consumer. For that the marketing team have to determine the correct marketing strategy, specially for the product of handphone informing consumer loyalty to a certain brand.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Brand Loyalty, marketing strategy, handphone |
| Subjects: | Magister Manajemen > Manajemen Pemasaran |
| Divisions: | Pasca Sarjana > Magister Manajemen |
| Depositing User: | Editor UAJY |
| Date Deposited: | 23 Aug 2013 13:00 |
| Last Modified: | 23 Aug 2013 13:00 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/3664 |
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