Penelitian ini adalah menjelaskan pengaruh brand love terhadap brand loyalty, pengaruh brand loyalty terhadap willingness to pay price premium, dan pengaruh brand love terhadap willingness to pay price premium dari para pelanggan Iphone di Surabaya. Tipe penelitian ini adalah penelitian kuantitatif. Variabel penelitian meliputi brand loyalty, brand loyalty, dan willingness to pay price premium. Jumlah sampel penelitian sebanyak 100 sampel. Teknik analisis data menggunakan analisis structural equation model menggunakan program PLS. Temuan penelitian ini menunjukkan bahwa brand love berpengaruh terhadap brand loyalty, brand loyalty berpengaruh terhadap willingness to pay price premium, dan brand love berpengaruh terhadap willingness to pay price premium dari para pelanggan Iphone di Surabaya.

Creator(s)

• (31413148) MARIA GRACELLA LUMBA

Contributor(s)

• Ritzky Karinamegahrosa Brahmana S.E., M.A. → Advisor 1
• Wilma Laura Sahetapy → Examination Committee 1

Publisher

Universitas Kristen Petra; 2019

Language

Indonesian

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Undergraduate Thesis No. No. 31011710/MAN/2019; Maria Gracella Lumba (31413148)

Subject(s)

• BRAND LOYALTY
• CONSUMER SATISFACTION
• MARKETING RESEARCH

File(s)

• jiunkpe-is-s1-2019-31413148-43735-peran_brand-cover.pdf
• jiunkpe-is-s1-2019-31413148-43735-peran_brand-abstract_toc.pdf
• jiunkpe-is-s1-2019-31413148-43735-peran_brand-chapter1.pdf
• jiunkpe-is-s1-2019-31413148-43735-peran_brand-chapter2.pdf
• jiunkpe-is-s1-2019-31413148-43735-peran_brand-chapter3.pdf
• jiunkpe-is-s1-2019-31413148-43735-peran_brand-chapter4.pdf
• jiunkpe-is-s1-2019-31413148-43735-peran_brand-conclusion.pdf
• jiunkpe-is-s1-2019-31413148-43735-peran_brand-references.pdf
• jiunkpe-is-s1-2019-31413148-43735-peran_brand-appendices.pdf