FAKTOR – FAKTOR YANG MEMPENGARUHI CUSTOMER LOYALTY PADA KONSUMEN REKSADANA AUTOINVEST DI BANK COMMONWEALTH JAKARTA
DOI:
https://doi.org/10.32493/frkm.v2i2.3409Abstract
Penelitian ini bertujuan untuk menjelaskan kekuatan dari loyalitas konsumen. Sangat penting untuk mengetahui bahwa loyalitas konsumen menjadi bagian dari pemasaran yang memiliki pengaruh untuk membuat persaingan usaha dan membangun kekuatan dalam pengalaman konsumen untuk membuat suatu keputusan pembelian produk.
Objek dari penelitian ini adalah untuk menganalisis pengaruh kualitas manfaat pada loyalitas konsumen, pengaruh loyalitas merk pada loyalitas konsumen, pengaruh asosiasi merek pada loyalitas konsumen, dan pengaruh kepercayaan merek pada loyalitas konsumen.
Hasil dari penelitian ini menyatakan bahwa terdapat pengaruh positif dari kualitas manfaat pada loyalitas konsumen, pengaruh positif dari loyalitas merek pada loyalitas konsumen, pengaruh positif dari asosiasi merek pada loyalitas konsumen, dan pengaruh positif dari kepercayaan merek pada loyalitas konsumen.
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