PENGARUH BRAND IMAGE DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA DISTRO HYB SUPPLY

ABSTRAK Manajemen pemasaran merupakan seni dan ilmu untuk memilih pasar sasaran dan meraih, mempertahankan, serta menumbuhkan pelanggan dengan menciptakan, menghantarkan dan, mengkomunikasikan niai pelanggan yang unggul. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh brand image dan harga terhadap loyalitas pelanggan pada distro Hyb Supply Bandung baik secara parsial maupun simultan. Metode penelitian yang digunakan adalah deskriptif dan verifikatif dengan jumlah sample 100 responde n. Teknik pengumpulan data yang digunakan adalah observasi, wawancara, dan menyebarkan kuisioner. Metode analisis data yang digunakan adalah regresi linier berganda, korelasi ganda dan koefisien determinasi, dan uji hipotesis. Hasil penelitian menunjukkan besar pengaruh brand image dan harga terhadap loyalitas pelanggan pada distro Hyb Supply Bandung dapat dikatakan cukup baik. Brand image memberikan pengaruh yang lebih kecil pada loyalitas pelanggan dibandingkan dengan harga terhadap loyalita pelanggan. Kata Kunci : Brand Image, Harga dan Loyalitas Pelangga

Perceived value of advanced mobile messaging services: A cross-cultural comparison of Greek and Spanish users

Purpose The purpose of this paper is to analyse the role of perceived value on post-acceptance behaviour for users of advanced mobile messaging services (AMMS). The paper also compares differences in the influence of perceived value on satisfaction and of satisfaction on loyalty to AMMS in Spain and Greece, to test the moderating effect of culture. Design/methodology/approach Partial least squares path modelling is used to test the model. Perceived value is modelled as a multidimensional reflective construct with four dimensions. Culture is studied at a national level. Differences between countries are tested using the multigroup analysis approach proposed by Henseler et al. (2009). Findings Perceived value contributes significantly to satisfaction. Satisfaction also has a significant effect on loyalty. Regarding the moderating effect of culture, the influence of perceived value on satisfaction is higher in Greece than in Spain. The authors report similar findings for the effect of satisfaction on loyalty, demonstrating the relevant moderating role of cultures with different degrees of masculinity, uncertainty avoidance and collectivism. Practical implications This cross-cultural comparison enables mobile phone companies to understand how to provide the greatest value with AMMS in each country in order to increase user satisfaction and loyalty to the service. Originality/value This is one of the first studies that develops cross-cultural research to analyse the post-acceptance of mobile services. It analyses the effect of perceived value and satisfaction, making an original comparison of two countries generally considered too similar to be compared

Acceptance and Use of E-Learning Based on Cloud Computing: The Role of Consumer Innovativeness

Cloud computing and E-learning are the inevitable trend of computational science in general, and information systems and technologies in specific.However, there are not many studies on the adoption of cloud-based E-learning systems. Moreover, while there are many papers on information system adoption as well as customer innovativeness, the innovativeness and adoption in the same model seems to be rare in the literature. The study combines the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and consumer innovativeness on the adoption of E-learning systems based on cloud computing. A survey was conducted among 282 cloud-based E-learning participants and analyzed by structural equation modeling (SEM). The findings indicate that the adoption of cloud-based E-learning is influenced by performance expectancy, social influence, hedonic motivation, and habit. Interestingly, although innovativeness is not significant to use intention, it has a positive effect on E-learning usage which is relatively new in Vietnam

Heterogeneous Brand Engagement in Brand Communities

No abstract available

The Dual Nature of Spreading Negative eWoM for Branded Offers: Emotional Reaction Or Social Response?

No abstract available

The Dual Nature of Spreading Negative eWoM for Branded Offers: Emotional Reaction Or Social Response?

No abstract available