ANALISIS LOYALITAS MEREK PADA PRODUK TEH KEMASAN MEREK TEH BOTOL SOSRO (Studi Kasus Pada Konsumen Produk Teh Botol Sosro Di Wilayah Kota Malang)

Hermawan, Andi Toharoh (2010) ANALISIS LOYALITAS MEREK PADA PRODUK TEH KEMASAN MEREK TEH BOTOL SOSRO (Studi Kasus Pada Konsumen Produk Teh Botol Sosro Di Wilayah Kota Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

The purpose of this study was to determine the brand loyalty level and knowing brand loyalty pyramid of Teh Botol Sosro that includes switcher, habitual buyers, satisfied buyer, likes the brand, and Committed buyers for the consumer in the city of Malang. The method of analysis used to analyze each brand loyalty variable is to use the frequency distribution. The analysis used frequency distribution aims to determine the brand loyalty level of Teh Botol Sosro. From the results obtained that the results of consumer research on 100 people showed Teh Botol Sosro product has the most consumer-level buyers satisfied, that is 77.25% so that a good conclusion. Percentage switcher, habitual buyers, satisfied buyer, likes the brand, and Committed buyers of products Teh Botol Sosro row is 22.5%, 55%, 77.25%, 65.75%, and 65.5%, so that brand loyalty pyramid is like a pyramid upside down. Only at the highest level position is not Committed buyers but satisfied buyers at the level of consumer buyers.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 19 Apr 2012 02:52
Last Modified: 19 Apr 2012 02:52
URI: http://eprints.umm.ac.id/id/eprint/2415

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