Analisis Pengaruh Customer Satisfaction Cognitive, Affective dan Conative Terhadap Behavioral Brand Loyalty

Agustiany, Agustiany (2010) Analisis Pengaruh Customer Satisfaction Cognitive, Affective dan Conative Terhadap Behavioral Brand Loyalty. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

With the development of the tourism sector in Indonesia, especially Batam and support the visit Batam 2010 for accommodation needs continue grow so the competition in the bussiness world increasingly. Company must create customer loyalty to repurchasing behaviors involving customer satisfaction, and attitudinal and behavioral brand loyalty. The purpose of this study was to determine whether there is influence between the customer satiscfaction influence of cognitive, affective and conative on behavioral brand loyalty This sample is refer to someone who ever use the four stars hotel. This research tested using a sample of 100 respondents to the survey method of distributing the questionnaires to the respondents' hotel service users in Batam. Data obtained was processed by using SPSS version 15. The method used to analyze these data is by using simple regression methods The study shows the result of the customer satisfaction has a significant influence cognitive brand loyalty, cognitive brand loyalty has a significant influence on affective brand loyalty, affective brand loyalty has a significant influence on conative brand loyalty, conative brand loyalty has a significant influence on behavioral brand loyalty, and customer satisfaction has a significant influence on behavioral brand loyalty. Keywords: Customer satisfaction, Cognitive, Affective, Conative and behavioral brand loyalty

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