relation: https://eprints.untirta.ac.id/45277/
title: MENINGKATKAN BRAND LOYALTY DENGAN CUSTOMER  RELATIONSHIP MANAGEMENT SEBAGAI PEMODERASI  (Studi pada Konsumen Hotel Horison Grup di Banten)
creator: Yopita, Linda
subject: Public Relations Science
subject: HB Economic Theory
subject: HC Economic History and Conditions
subject: HF Commerce
subject: L Education (General)
subject: Communication (General)
description: This study aims to analyze the influence of brand image on brand loyalty; the  influence of brand personality on brand loyalty; the influence of brand image on  brand personality; CRM moderation on the relationship between brand image and  brand loyalty; and CRM moderation on the relationship between brand personality  and brand loyalty. The research method uses a causality approach. The  respondents of the study were consumers of the Horison Group Hotel in Banten  with a sample size of 140 people determined through purposive sampling. The  results of the study concluded that brand image has a positive and significant effect  on brand loyalty, so that the stronger the brand image, the stronger the brand  loyalty. Brand personality has a positive and significant effect on brand loyalty, so  that the stronger the brand personality, the stronger the brand loyalty. Brand image  has a positive and significant effect on brand personality, so that the stronger the  brand image, the stronger the brand personality. CRM does not moderate the  relationship between brand image and brand loyalty. CRM moderates the  relationship between brand personality and brand loyalty, because the interaction  between CRM and brand personality can strengthen brand loyalty.
date: 2024
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/45277/3/LINDA%20YOPITA_7776220053_02.pdf
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identifier: https://eprints.untirta.ac.id/45277/4/LINDA%20YOPITA_7776220053_03.pdf
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identifier: https://eprints.untirta.ac.id/45277/5/LINDA%20YOPITA_7776220053_04.pdf
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identifier: https://eprints.untirta.ac.id/45277/6/LINDA%20YOPITA_7776220053_05.pdf
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identifier: https://eprints.untirta.ac.id/45277/7/LINDA%20YOPITA_7776220053_REF.pdf
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identifier: https://eprints.untirta.ac.id/45277/8/LINDA%20YOPITA_7776220053_LAMPIRAN.pdf
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language: en
identifier: https://eprints.untirta.ac.id/45277/9/LINDA%20YOPITA_7776220053_FULLTEXT%20-%20CD.pdf
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language: en
identifier: https://eprints.untirta.ac.id/45277/11/LINDA%20YOPITA_7776220053_01.pdf
identifier:   Yopita, Linda  (2024) MENINGKATKAN BRAND LOYALTY DENGAN CUSTOMER RELATIONSHIP MANAGEMENT SEBAGAI PEMODERASI (Studi pada Konsumen Hotel Horison Grup di Banten).  Master thesis, Universits Sultan Ageng Tirtayasa.