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primary topic: http://repository.upi.edu/id/eprint/9244

http://repository.upi.edu/id/eprint/9244
type: Thesis
type: Article
title: PENDEKATAN GREEN MARKETING DALAM MENGANALISIS PENGARUH CITRA MEREK, KEPUASAN, DAN KEPERCAYAAN PELANGGAN TERHADAP EKUITAS MEREK SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN :Survei terhadap Pelanggan The Body Shop di Kota Bandung
abstract: Pembangunan perekonomian berkelanjutan yang berorientasi lingkungan telah melahirkan pemikiran baru dalam bidang pemasaran dengan munculnya konsep pemasaran hijau. The Body Shop merupakan produsen kosmetik yang mengimplementasikan konsep pemasaran hijau dalam setiap produknya. Namun demikian, ekuitas merek dan loyalitas pelanggan The Body Shop ternyata belum optimal. Berkaitan dengan hal tersebut, The Body Shop mengimplementasikan citra merek, kepuasan, dan kepercayaan pelanggan dalam rangka meningkatkan ekuitas merek dan loyalitas pelanggan. Penelitian ini bertujuan untuk mengetahui bagaimana kinerja citra merek, kepuasan, kepercayaan, ekuitas merek, dan loyalitas pelanggan The Body Shop di Kota Bandung; mengetahui seberapa besar pengaruh citra merek, kepuasan, dan kepercayaan terhadap ekuitas merek The Body Shop di Kota Bandung; mengetahui seberapa besar pengaruh citra merek, kepuasan, dan kepercayaan terhadap loyalitas pelanggan The Body Shop di Kota Bandung; dan mengetahui seberapa besar pengaruh ekuitas merek terhadap loyalitas pelanggan The Body Shop di Kota Bandung. Penelitian ini akan menguji konstruk penelitian yang dikembangkan oleh Yu-Shan Chen (2009) tentang pengaruh citra merek, kepuasan, dan kepercayaan terhadap ekuitas merek dalam pendekatan pemasaran hijau.
date: 2012-06-28
status: published
author list: authors
type: EPrint
type: ThesisEPrint
is part of: repository
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subject: LC Special aspects of education

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Universitas Pendidikan Indonesia
type: Organization

Perpustakaan UPI, Universitas Pendidikan Indonesia
type: Organization

Achmad Toriq Fariqi
type: Person
given name: Achmad Toriq
family name: Fariqi

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LC Special aspects of education
type: Concept