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Analisis pengaruh prestige, customer satisfaction, dan corporate communication terhadap brand identification serta implikasinya pada word-of-mouth dan repurchase pemilik Mercedes Benz atau Toyota di Jabodetabek
This research aims to analyse the effect of prestige, customer satisfaction, and corporate communication on brand identification and to show how the brand identification influences word-of-mouth and brand repurchase intention in automotive industry in Jabodetabek area. The respondents of this research were the car owners of Mercedes Benz or Toyota who have bought their cars the last three years. This research is a quantitative research and uses regression with SPPS 11.5 for windows software in its data processing. This research uses prestige, customer satisfaction, corporate communication, brand identification, word-of-mouth, and repurchase as its variables. This study confirms that all the respondents shows variable of prestige, customer satisfaction, and corporate communication collectively have a positive effect and significant on brand identification and then it will influence word-ofmouth. Meanwhile, for variable of repurchase did not fill the reability requirement. For respondents of Mercedes Benz, only customer satisfaction shows a insignificant effect on brand identification whereas prestige and corporate communication shows a positive effect on it. For respondents of Toyota, only prestige did not show a positive effect on brand identification whereas customer satisfaction and corporate communication shows a positive effect on it and finally, brand identification will influence word-of-mouth dan repurchase.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 7208 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia 2010 |
|---|---|
| Edisi | - |
| Subjek | Brands Consumer satisfaction Purchase intention Word of mouth Corporate communication |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xix, 180 p. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |