Mariyudi, Mariyudi (2016) STRATEGI PENGURUSAN JENAMA TELEKOMUNIKASI BIMBIT PRABAYAR DALAM PERSEKITARAN AKADEMIK INDONESIA. Doctoral thesis, Universiti Utara Malaysia.
Full text not available from this repository.Abstract
The purpose of this study was to determine the relationship between brand awareness, brand image, brand delivery, and brand loyalty through the mediation of brand trust and customer satisfaction. The population of this research involved nine business management departments selected at random from three public universities in Indonesia and 330 were taken as the sample. The study sample was the students, lecturers and staffs in Indonesia Universities. The results showed that consumer satisfaction had a significant influence on brand trust. Brand awareness, brand image, and brand delivery were found to have a significant influence on customer satisfaction. Similarly, it was also evident that brand image, brand trust, and customer satisfaction had a significant influence on brand loyalty. Besides, brand trust was found to mediate the relationship between customer satisfaction and brand loyalty. Customer satisfaction was also observed to mediate the relationship between brand image and brand loyalty. The study confirmed Oliver’s model of the evolution of brand loyalty toward the Indonesian prepaid mobile telecommunications in four stages. The establishment of the attitude-behavior relationship provides is useful to practitioners due to its predictive power, particularly in marketing strategy formulation. Finally, further studies need to be conducted if these results are to be expanded to other Indonesian regional markets, especially the inland cities.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Subjects: | E Economy, Accounting, Development > E12 Management |
| Divisions: | Faculty of Economic and Business > Department of Management |
| Depositing User: | Mr. Mariyudi Mariyudi |
| Date Deposited: | 31 Mar 2017 04:57 |
| Last Modified: | 31 Mar 2017 04:57 |
| URI: | http://repository.unimal.ac.id/id/eprint/2625 |
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