Saputra, Dwi Andika (2019) Pengaruh Merk Terhadap Loyalitas Konsumen Produk Nu Green Tea Pada PT. Abc President Di Pekanbaru (studi Di Wilayah Marpoyan Damai). Other thesis, Universitas Islam Riau.
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Abstract
PT. ABC President Indonesia was established in September 1991 as a form of collaboration between PT. ABC Central Food from Indonesia and Uni-President Enterprises Corporation from Taiwan. In Pekanbaru City, the sales of green tea on average have also penetrated satisfactory sales figures and sold exceeded the expected target in 2016. The company continues to grow and diversify its business into the fields of distribution, finance, insurance and construction. This certainly shows that consumers in Pekanbaru City are very fond of this drink. In increasingly competitive market conditions, the concept of trust and loyalty is considered necessary to achieve success for the company in addition to various other factors and this can be done through the brand path, where a brand must have a strong attraction to accompany consumers to consume a product. A brand grows successfully if the brand is able to fulfill the guarantee in the eyes of consumers, so consumers will not hesitate to continue the purchase continuously and build their prefix only on that brand. The purpose of this problem is to find out how much influence the brand has on the consumer loyalty of nu green tea products at PT. ABC President in Pekanbaru City. The results show that the brand and consumer loyalty of Nu Green Tea products in Pekanbaru City can be said to be good. This can be seen from the use of Nu Green Tea product brands and consumer loyalty in using Nu Green Tea products. Effect of Brand Influence on Consumer Loyalty Nu Green Tea products amounted to 32.7% and the remaining 67.3% was influenced by other things not examined such as promotions, prices and business locations
| Item Type: | Thesis (Other) | |||||||||
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| Uncontrolled Keywords: | Brands, Consumer Loyalty | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | > Administrasi Bisnis | |||||||||
| Depositing User: | Mia | |||||||||
| Date Deposited: | 02 Mar 2023 05:55 | |||||||||
| Last Modified: | 02 Mar 2023 05:55 | |||||||||
| URI: | http://repository.uir.ac.id/id/eprint/20681 |
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