Analisis Tingkat Loyalitas Merek Pembaca Tabloid Nova di Perumahan Prima Bintara Bekasi Barat  

Oleh:

Tampubolon, Elis ; Rakhman, Abdullah

Jenis: Article from Journal - ilmiah nasional
Dalam koleksi: Jurnal Ekonomi Perusahaan vol. 14 no. 1 (Mar. 2007), page 31-38.
Topik: Brand Loyalty; Switcher; Habitual Buyers; Satisfied Buyers; Liking the Brand; Committed Buyers

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ60 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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In this global phenomenon, advanced informational technology becomes more essential for media product which is launched into a competitive market. Nova tabloid is a media product which is segmented for women, particularly house-wives. It needs to measure some factors that might be taken into account by customers to have brand loyalty toward Nova tabloid. It is assumed that a loyal customer will not easy to switch their brand preference to another product, ignoring the price and other attributes. This research found that the brand loyalty levels of Nova Tabloid's readers are ranked from the highest to the lowest as switcher, habitual buyers, satisfied buyers, liking the brand, and committed buyers. Moreover, the factors which encourage Nova Tabloid's readers to be loyal are the variety of contents and the informative articles, especially the celebrities' news and "sedap sekejap".

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