Kurniawan Yudya, Yudya (2013) EFFECT OF BRAND COMMUNITY AND BRAND EQUITY ON CUSTOMER LOYALTY (STUDY ON COMMUNITY HONDA MAESTRO IN YOGYAKARTA). S1 thesis, Fakultas Ekonomi.
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Abstract
EFFECT OF BRAND COMMUNITY AND BRAND EQUITY ON CUSTOMER LOYALTY (STUDY ON COMMUNITY HONDA MAESTRO IN YOGYAKARTA) Yudya kurniawan Faculty of Economics, State University of Yogyakarta yudyakurniawan@gmail.com Nahiyah Jaidi Faraz Faculty of Economics, State University of Yogyakarta nahiyah_jf@yahoo.com ABSTRACT This study aimed to determine: (1) the influence of brand community on customer loyalty in Honda maestro users in Yogyakarta, (2) the effect of brand equity on customer loyalty in Honda Maestro users in Yogyakarta, and (3) the influence of brand community and brand equity together both on customer loyalty in the Honda community Maestro in Yogyakarta. The study design used was a survey. The population was Honda Maestro users in Yogyakarta. This research sampling technique was purposive random sampling. Sample size was 150 respondents. Data were collected by questionnaire. Analysis using multiple regression. Discussion of the study explained that: (1) variable brand community has a positive effect on customer loyalty in Honda Maestro users in Yogyakarta, this is evidenced by the regression coefficient of 0.231, t value is greater than t table (3.611> 1.976) and a significant value of 0.000 <0.05, (2) brand equity variables have a positive effect on customer loyalty in Honda Maestro users in Yogyakarta, this is evidenced by the regression coefficient of 0.672, t value is greater than t table (6.118> 1.976) and the value significance of 0.000 <0.05, (3) variable brand community and brand equity jointly affect customer loyalty, this is evidenced by the results obtained by the F test statistic calculated F value of 32.153 and F table at 3.09 with a significance of 0,000, (4) test results obtained in this study R2 R2 value of 0.304. This suggests that customer loyalty is influenced by variables brand community and brand equity of 30.4%, while the remaining 69.6% is influenced by other factors not included in this study. Keywords: Brand Community, Equity Brand, Customer Loyalty
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | Pendidikan > Manajemen Pendidikan |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Manajemen |
| Depositing User: | Admin Manajemen FE |
| Date Deposited: | 21 Apr 2015 00:17 |
| Last Modified: | 29 Jan 2019 21:19 |
| URI: | http://eprints.uny.ac.id/id/eprint/16946 |
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