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Please use this identifier to cite or link to this item: http://repository.uksw.edu/handle/123456789/1309
Title: Keterkaitan antara Kualitas Layanan, Fasilitas, Citra Universitas, dan Kepuasan Terhadap Loyalitas Pelanggan
Authors: Marvianta, YB Andre
Sunardi, HP
Tjandrawan, Denny Iskandar
Keywords: brand loyalty;brand equity
Issue Date: 14-Dec-2012
Publisher: Fakultas Ekonomika dan Bisnis UKSW
Abstract: The purpose of this paper is to obtain a better understanding of the relationship between brand loyalty to brand equity as a core of value-based management. Design methodology of this paper, I surveyed students (as customers) among Management Departement and Accounting Departement of Christian University of Krida Wacana (UKRIDA). The students filled the questionaire instruments relating to brand loyalty and brand equity concepts. A total of 185 students were completed the questionairs. The results support the conceptual model in demonstrating a strong relationship between brand loyalty to brand equity. So, if marketer make a strong relationship, it will make loyalty and the equity will be increased among consumers. Limitations of this research is the lack of the representativeness of the sample respondents. It is better if researchers reach proportional sample in each departement. This research adds to the body of knowledge relating to customer satisfaction management.
Description: p.. 303-318
URI: http://repository.uksw.edu/handle/123456789/1309
Appears in Collections:Capturing Opportunities for ASEAN Economic Community 2015 : Proceeding Call for Paper

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