Findya Wahyu Pratama, - (2021) Pengaruh Positive And Negative Role Of Price Perceptions Terhadap Brand Loyalty. Skripsi thesis, UNIVERSITAS AIRLANGGA.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh value consciousness, price consciousness, sale proneness, coupon proneness, price mavenism, price – quality schema, dan prestige sensitivity terhadap brand loyalty. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang diperoleh dari penyebaran kuesioner. Sampel yang diambil sebanyak 100 pelanggan Kokumi Delta Plaza Surabaya. Penelitian ini menggunakan teknik analisis PLS menggunakan program SmartPLS versi 23. Hasil dari penelitian ini menunjukkan bahwa sale proneness, coupon proneness berpengaruh negatif terhadap brand loyalty, sedangkan price mavenism dan prestige sensitivity berpengaruh positif terhadap brand loyalty. Kemudian value consciousness, price consciousness, dan Price – quality schema tidak berpengaruh terhadap brand loyalty.
| Item Type: | Thesis (Skripsi) | ||||||
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| Additional Information: | KKB KK-2 B.188/21 Pra p | ||||||
| Uncontrolled Keywords: | Value Consciousness, Price Consciousness, Sale Proneness, Coupon Proneness, Price Mavenism, Price – Quality Schema, Prestige Sensitivity, Brand Loyalty. | ||||||
| Subjects: | H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products | ||||||
| Divisions: | 04. Fakultas Ekonomi dan Bisnis > Manajemen | ||||||
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| Depositing User: | Mrs Amalia Tri | ||||||
| Date Deposited: | 28 Oct 2021 04:51 | ||||||
| Last Modified: | 11 Jan 2022 01:53 | ||||||
| URI: | http://repository.unair.ac.id/id/eprint/111601 | ||||||
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