Please use this identifier to cite or link to this item: https://repository.uksw.edu//handle/123456789/2601
Title: Pengaruh Tingkat Kepuasan Konsumen terhadap Loyalitas Merek Kartu Selular Indosat IM3 di Salatiga (Survey pada Mahasiswa UKSW Salatiga)
Authors: Laksono, Ganang
Keywords: Customer Satisfaction and Brand Loyalty
Issue Date: 2012
Publisher: Program Studi Manajemen FEB-UKSW
Abstract: A strong brand does not always produce customer loyalty towards the brand itself in long term. It is occurred if the brand becomes a product category rather than an individual product identity. One element that begins trusted as brand loyalty shaper is customer satisfaction. This research was done in a product brand of GSM technology based prepaid card, namely Indosat IM3. This research has an objective to find out the effect of customer satisfaction level (includes attributes related to the product, attributes related to the service, attributes related to the purchase) toward brand loyalty of Indosat IM3 prepaid card cellular in Salatiga. To obtain the desired data, the researcher took a sample of 200 respondents. Analysis tool used here was multiple regression analysis. The research results show that: (1) mostly consumers in Salatiga are satisfied to Indosat IM3 prepaid card cellular, (2) brand loyalty level of Indosat IM3 prepaid card was on category habitual buyer, (3) customer satisfaction level (includes attributes related to the product, attributes related to the service, attributes related to the purchase) have effect toward brand loyalty of Indosat IM3 prepaid card cellular in Salatiga, (4) attributes related to the product is the most dominant factor that effects toward brand loyalty of Indosat IM3 prepaid card cellular in Salatiga.
URI: http://repository.uksw.edu/handle/123456789/2601
Appears in Collections:T1 - Management

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