PENGARUH KESETIAAN MEREK DAN TANGGUNG JAWAB SOSIAL PERUSAHAAN PADA CITRA MEREK YANG DI MODERASI OLEH PERIKLANAN

Seran, Roswita Nelsiana (2018) PENGARUH KESETIAAN MEREK DAN TANGGUNG JAWAB SOSIAL PERUSAHAAN PADA CITRA MEREK YANG DI MODERASI OLEH PERIKLANAN. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

This study aimed. To eximine The Influence of Brand Loyalty and company social Responsibility On Brand Image Being Moderated By Advertising. This study is necessary because it is able to examine the significance of the connection among brand loyalty, company’s social responsible, and advertisement into brand image. This study used questionnaire as the survey research method.objects of this research are non Djarum cigarette consumers within Surakarta city with 200 people taken as respondent samples. Sample collection on this study uses Purposive sampling method.The analysis tool used in this research is simple linear regression whereas the moderators analysis tool using multilevel regression analysis tools. The result of the study indicates H1, H3a, and H3b have significant connection whereas H2 has no significant connection. The result indicates that social responsibility is not influencing the brand image. Yet, advertising as moderator between the connection of brand loyalty and Social responsibility both influencing the brand image. Key words: brand image, brand loyalty, corporate social responsibility and advertising.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: brand image, brand loyalty, corporate social responsibility and advertising.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi > Prodi S1 Manajemen
Depositing User: magdalena kartika ningsih
Date Deposited: 23 Feb 2019 02:49
Last Modified: 23 Feb 2019 02:49
URI: http://repository.setiabudi.ac.id/id/eprint/544

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