This research is being done to know the impact of brand equity and
marketing mix towards consumer loyalty of Aqua in Surabaya. The data
was gathered using simple random sampling by distributing online
questionnaires to 130 respondents in Surabaya. The data was analyzed
using Multiple Linear Regression Analysis. The result shows that the
brand equity and marketing mix simultaneously have significant impact on
consumer loyalty of Aqua in Surabaya. Mean while, as individual
dimension, brand loyalty, brand awareness, perceived quality, price, and
promotion have significant impact toward consumer loyalty of Aqua in
Surabaya.

Creator(s)

• (34410014) CHRISTIAN ADI BASUKI

Contributor(s)

• Lianto, S.E., MFM. → Advisor 1
• Liem Pei Fun, S.E., M.Com. → Examination Committee 1

Publisher

Universitas Kristen Petra; 2015

Language

English

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Undegraduate Thesis No. 34010198/MAN/2015; Christian Adi Basuki (34410014)

Subject(s)

• BRAND NAME PRODUCTS
• CONSUMER LOYALTY
• MARKETING-MANAGEMENT

File(s)

No file available!