The Influence Of Brand Relationship, Brand Satisfaction, And Perceived Price Towards Brand Loyalty In PT X’S Customer, Indonesia

Authors

  • Danang Prihandoko Bina Nusantara University

DOI:

https://doi.org/10.21512/tw.v17i2.1974

Keywords:

Brand Relationship, Brand Satisfaction, Perceived Price, Brand Loyalty

Abstract

The goal of this research was to examine the influence of Brand Relationship, Brand Satisfaction, and Perceived Price towards Brand Loyalty by using multiple regression analysis. This research was a combination of qualitative and quantitative studies where the results of the questionnaire would be summarized and described in the form of tables and graphs. The result shows the three hypothesis that Brand Relationship and Brand Satisfaction have a positive influence towards Brand Loyalty meanwhile Perceived Price does not have a positive influence or less effect towards Brand Loyalty to all PT X’s customer.

References

Cannon, J. P., Perreault, W. D., & McCarthy, E. J. (2008). Basic Marketing a Global Managerial Approach. Singapore: McGraw-Hill.

Caruana, A. (2002). Service Loyalty: The Effects of Service Quality and the Mediating role of Customer Satisfaction. European Journal of Marketing, 36(7), 811-828.

Davies, G., Chun, R., daSilva, R., & Roper, S. (2003). Corporate Reputation and Competitiveness. London: Routledge.

Grewal, D., & Levy, M. (2010). Marketing (2nd ed.). New York: McGraw-Hill.

Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230–47.

Jamal, A., & Naser, K. (2002). Customer satisfaction and retail banking: an Assessment of Some of the Key Antecedents of Customer Satisfaction in Retail Banking. International Journal of Bank Marketing, 20(4), 146-160.

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2009). Marketing (9th ed.). Boston: McGraw-Hill Irwin.

Kotler, P. (2005). Manajemen Pemasaran 1 (Edisi Kesebelas). Jakarta: PT Prenhallindo.

Kotler, P., & Keller, K. L. (2006). Marketing Management (12th ed.). Upper Saddle River, NJ: Prentice Hall.

Martinez, E. (2004). The Effect of Brand Extension Strategies upon Brand Image. Journal of Consumer Marketing, 21(1), 39 – 50.

Mittal, V., & Kamakura, W. A. (2001). Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing Research, 38(1), 131-142.

Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen. Jakarta: Penerbit Erlangga.

Vinhas, D. S. R., & Faridah, S. A. S. (2008). Online Corporate Brand Image, Satisfaction, and Loyalty. Journal of Brand Management, 16(3), 119−144.

Downloads

Published

2016-09-30
Abstract 434  .
PDF downloaded 166  .