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All Journal Jurnal Manajemen Pemasaran
Diah Dharmayanti
Program Manajemen Pemasaran, Universitas Kristen Petra Jl. Siwalankerto 121-131, Surabaya
Economics, Econometrics & Finance

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PENGARUH EXPERIENCE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN PERCEIVED VALUE DAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING DI DE SOEMATRA 1910 SURABAYA Meyer Fossetta Hansory; Diah Dharmayanti
Jurnal Manajemen Pemasaran Vol. 8 No. 2 (2014): OKTOBER 2014
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (264.289 KB) | DOI: 10.9744/pemasaran.8.2.70-79

Abstract

The growth of the upper class society in Indonesia has increased, especially in the second largest metropolitan city of Surabaya. In Surabaya, there is a function house where to understand the way of thinking of its customer and the target are the upper class society in Surabaya. This research aims to analyze the influence of Experience Quality (accessibility, competence, customer recognition, helpfulness, personalization, problem solving, promise fullfilment, value for time) on Customer Loyalty by considering the factors of Perceived Value (instrumental value, the expressive value, hedonistic values, sacrifice value) and Brand Image (mystery, sensuality, intimacy). This study conducted by distributing questionnaires to 120 respondents who are the consumers of De Soematra 1910. Analysis technique used is of quantitative analysis with path analysis method
ANALISA PENGARUH BRAND REJUVENATIONTERHADAP PEMBENTUKAN PURCHASE INTENTION DENGAN BRAND IMAGESEBAGAI VARIABEL INTERVENING PADA TEPUNG PREMIKS CHESA BOX PT. ISM BOGASARI FLOUR MILLS Juliana Juliana; Diah Dharmayanti
Jurnal Manajemen Pemasaran Vol. 9 No. 2 (2015): OKTOBER 2015
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (429.444 KB) | DOI: 10.9744/pemasaran.9.2.54-63

Abstract

Chesa Box Premix Flour is a product of consumer goods produced by PT. ISM Bogasari Flour Mills. In 2002, Chesa Box Premix Flour has been produced and sold in bulk, but in 2004 had to be discontinued because of the internal reason on the company. After more than ten years, in 2014 Chesa Box Premix Flour re-introduced to the market using the brand rejuvenation strategy. This research aims to analyze the relationship between brand rejuvenation, product innovation, and repositioning towards the formation of purchase intention on Chesa Box Premix Flour by using its brand image as an intervening variable. This causal research using questionnaires as a method and will be distributed to 110 respondents which is a sample of this research. The results showed that all of the variables involved in this study each have a significant impact as evidenced by the method of hypothesis testing t-test or reject the rejection of H0 if [T-stats] > T table that is equal to 1.96.
Co-Authors Juliana Juliana Meyer Fossetta Hansory