YULIA, - (2015) DIMENSI CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ORIFLAME (STUDI KASUS PADA MEMBER PT ORINDO ALAM AYU CABANG PALEMBANG). Other thesis, Politeknik Negeri Sriwijaya.
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Abstract
The purpose of this final report is to determine the dimension of brand image on product purchasing decisions Oriflame "case studies on members of the PT Orindo Alam Ayu Palembang branch". Data collections doneby means of a questionnaire. The data analysis was done in two ways, namely quantitative analysis and qualitative analysis. The quantitative analysis techniques of data processing with the help of the percentage of tabulation, ie the total scores obtained divided by the maximum score multiplied by 100%. Qualitative analysis techniques performed by analyzing the results of quantitative analysis by applying relevant theories. The results were further interpreted in the form of statement of results obtained showed that the four variable dimensions of brand image have a role that is very strong and powerful. Recognition with a score of 74.3%, the dimensions of reputation with a score of 90.9%, 89.2% affinity dimensions, whereas the variable dimensions of loyalty with a score of 90.7% in decision-making by consumers. The authors hope that the company can maintain the reputation dimensions, dimensions of affinity and loyalty dimensions of Oriflame brand image and could increase further dimension dimensional image of the brand recognition of Oriflame. Better if the company PT Orindo Alam Ayu Branch Palembang perform recognition (promotion) through advertising on television media to deliver information that can be spread widely. The fourth variable dimensions are a very strong role in decision-making by consumers
| Item Type: | Thesis (Other) |
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| Uncontrolled Keywords: | Recognition, Reputation, Affinity, Loyalty. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Business Administration > Undergraduate Theses |
| Depositing User: | Mr Bambang Anthony |
| Date Deposited: | 22 Feb 2016 09:16 |
| Last Modified: | 22 Feb 2016 09:17 |
| URI: | http://eprints.polsri.ac.id/id/eprint/2476 |
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