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Analisis pengaruh equity drivers terhadap emotional loyalty dan fanaticism pada minuman bubble milk tea
Bubble milk tea has a market that is still in the introductory phase is to increase the high potential in the market and still not stable in having the customer. This phenomenon is motivated by spending and demand more and more in beverages in Indonesia. On customer loyalty and fanaticism, there are several factors that can directly affect it, namely, the level of service, quality and variety of products, programs, prizes, price, and location. This study was designed to investigate the influence of these factors on consumer purchases in bubble milk tea. This model was tested using regression methods with SPSS. The results stated that the service level, product quality and assortment, programs for rewarding patronage, and prices significantly affect the price of emotional loyalty on purchase intentions. While the product quality and assortment, programs for rewarding patronage, prices and location significantly affect the fanaticism of consumers. Limitations and managerial implications are discussed further.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8225 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| Edisi | - |
| Subjek | Brand equity Consumer loyalty Produc quality Bubble milk tea Emotional loyalty Fanaticism |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xx, 189 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |