Detail Cantuman Kembali
THE INFLUENCE OF BRAND PERSONALITY DIMENSIONS TOWARDS BRAND LOYALTY: A Study at The Body Shop Lampung
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THE INFLUENCE OF BRAND PERSONALITY DIMENSIONS TOWARDS BRAND
LOYALTY:
A Study at The Body Shop Lampung
Researcher
ABSTRACT
Brand personality is one of the important strategy to be the basis of relationship between
the company and the customers in order to enhance brand loyalty. Brand personality has five
dimensions, such as sincerity, excitement, competence, sophistication and ruggedness. The
purpose of this research is to know the influence of brand personality towards brand loyalty in The
Body Shop Lampung.
Data were distributed to 100 respondents of The Body Shop Lampung customers who have
membership card or purchase more than 3 times. By applying descriptive research design The
Body Shop Lampung as the object research, using purposive sampling technique to get samples,
multiple regression analysis as the technique analysis, and the result has shown that brand
personality dimensions (sincerity, excitement, competence, sophistication and ruggedness) has
positively and significantly influence towards brand loyalty on The Body Shop. In this research,
brand personality dimensions have influenced towards brand loyalty as 48,6%.
The research also found that the competitive advantage for The Body Shop is excitement
dimension as the major personality that has influenced the customers to keep buying the brands in
the future and recommend the brand to others.
Keyword: Brand Personality Dimension and Brand Loyalty
NOVITA SUPARDI
SUPARDI, NOVITA - Personal Name
19 DESEMBER 2017
R 658 NOV t
658
Skripsi
English
Universitas Lampung
2017
Bandar Lampung
SKRIPSI
Prof. Dr. Hi. Satria Bangsawan, S.E., M.Si
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