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Pengaruh Persepsi Asosiasi Merek Handphone Nokia terhadap Loyalitas Pelanggan

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Oleh Madziatul Churiyah   
Pengaruh Persepsi Asosiasi Merek Handphone Nokia terhadap Loyalitas Pelanggan

Abstract: A good brand ofa product will be easily recognized by consumers because of the benefits and suggest that the quality of their eatch. Brand associations are perceived by both will make consumers remember and choose to buy the product. The purpose of this research is to know the perception of brand associations Mobile Nokia. Nokia Mobile customer loyalty, brand association variables that influence is partially or simultaneously to customer loyalty and brand associations to identify variables which are the dominant influence on customer loyalty. This study is a descriptive research and explanatory research. The population in this study were employees of the Office of Finance and Asset Management Revenue District Tulungagung Mobile users. Samples taken by 60 respondents using simple random sampling technique. Analyzed by multiple linear regression analysis. The results of this study indicate that (1) Condition brand association (X) and the state of customer loyalty (Y) in the Department of Finance and Asset Management Revenue District Tulungagung against Nokia in general high perceived by employees. (2) partially and Simultaneously the 5 variables brand association (X) consisting of the types of brand associations, associations support the brand, strength of brand associations, uniqueness of brand associations and advertising has positive and significant impact on customer loyalty (Y).
 
Keywords: Brand Association, Customer Loyalty

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