Guswan, Mohammad Joddi and Prawira, Oqke (2015) The Impact of Brand Awareness Toward Customer Loyalty in Local Brand. Case Study: Tanamera Coffee Indonesia. Bachelor thesis, Swiss German University.

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Abstract

The growth of local brand coffee shops in Indonesia is very high. It makes Indonesia local coffee shops are competes very tight. Every coffee shop is facing direct competition each other and they have to overcome the competition by several concepts through brand awareness to attract customer to be loyal. It is no longer become a secret for customer to be more loyal to it is brand. This research would like to analyze the impact of brand awareness toward customer loyalty in local brand, and which factor that will attract the customer loyalty. The primary data use quantitative, which is use questionnaire. The questionnaire will be collected from 100 respondents. Result found that brand awareness has a positive impact on customer loyalty by 95% and it is shows that top of mind and dominant brand has the most impact on customer loyalty. Based on the result, the restaurant has to be emphasizing on that factors in order to increasing rate of customer loyalty.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Awareness; Customer Loyalty; Crand Recognition; Brand Recall; Top Of Mind Brand; Local Brand; Coffee Shop
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5823 Branding (Marketing) T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Atroridho Rizky
Date Deposited:	05 Nov 2020 15:07
Last Modified:	05 Nov 2020 15:07
URI:	http://repository.sgu.ac.id/id/eprint/1674

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