Detail BUILDING BRAND LOYALTY THROUGH BRAND EQUITY, CUSTOMER SATISFACTION AND CORPORATE REPUTATION IN TRAVEL AGENCY BUSINESS Bibliografi Author: CHRISTIAN, MARVIN ; Laturiuw, Astuti Kusumawicitra (Advisor) Bahasa: (EN )     Penerbit: Program Studi Hospitality - Fakultas Ilmu Administrasi Bisnis dan Ilmu Komunikasi Unika Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2018     Jenis: Theses - Undergraduate Thesis Fulltext: 121-Marvin Christian-2014023005.pdf (6.35MB; 112 download) Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: Non-tandon: tidak ada Tandon: 1  Lihat Detail Induk Abstract Holiday is an important thing that every people should have. It can create meaningful or memorable experience, especially for first-time traveler who needs a travel agency’s service that can assist them in avoiding confusing and uncertain feeling during buying travel products and during traveling in a destination. WITA Tour as a travel agency could be seen as well-established Indonesian travel agency that has provided interesting travel product offers, such as transportation, accomodation, tour, and another related travel products for the customers since 1981. This research used the quantitative method with self-administered questionnaire as a measurement tool which had been distributed from January until June 2018 to 42 respondents who is still doing repurchase at WITA Tour. It was conducted in order to see the brand equity, customer satisfaction, brand loyalty, and corporate reputation. Overall, this travel agency had a good aspects in brand equity, customer satisfaction, and brand loyalty, but not too good for its corporate reputation. Thus, they had to have a few of improvements which could make them better in service. Beside that, this research tried to see the influence measurement of corporate reputation and brand equity to customer satisfaction and customer satisfaction to brand loyalty. From this research, it was found that the brand equity had no significant influence to customer satisfaction as positive brand equity did not guarantee the customer satisfaction in the future when they could not maintain their service consistently and trustworthiness as the only brand equity dimension which had an influence to customer satisfaction. Thus, maintaining the corporate reputation could produce a good significant influence to customer satisfaction. If this could be maintained consistently, the customer satisfaction is found significantly influence the loyalty of the customers to the brand. The positive moderate relationship between brand equity and corporate reputation was also found in this research. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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