Pengaruh Ekuitas Merek Berbasis Pelanggan Terhadap Kepuasan Konsumen Mobil Jenis Low Cost Green Car (LCGC) DI Kota Tasikmalaya (original) (raw)

2017, Amwaluna: Jurnal Ekonomi dan Keuangan Syariah

The purpose of this research is to know how the influence of customer's brand equity dimension (brand salience, brand performance, brand imagery, brand judgments, brand feelings, and brand resonance) to consumer satisfaction of Low Cost Green Car (LCGC) in Tasikmalaya City. This research is descriptive and empirical. Data collection techniques through questionnaires to 150 respondents who are users of the car type Low Cost Green Car (LCGC) by using judgment sampling technique or purposive sampling. And the analytical tool used is path analysis where six dimensions CBBE become exogenous variable. Based on the result of path analysis, only 3 customer equity brand variables influence to consumer satisfaction of Low Cost Green Car (LCGC) in Tasikmalaya City, that is brand performance, brand imagery, and brand feelings where the most influential brand feelings variables.

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