Strategi pengurusan jenama telekomunikasi bimbit prabayar dalam persekitaran akademik Indonesia

The purpose of this study is to determine brand management strategy of prepaid mobile telecommunication in Indonesian academic setting. This research also aims to identify the relationship between brand awareness, brand image, brand delivery, brand trust, customer’s satisfaction and brand loyalty. I...

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Main Author:	Mariyudi,
Format:	Thesis
Language:	eng eng
Published:	2016
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/6306/1/s91802_01.pdf https://etd.uum.edu.my/6306/2/s91802_02.pdf
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id	my-uum-etd.6306
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Md. Salleh, Salniza Hussin, Zolkafli
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Mariyudi, , Strategi pengurusan jenama telekomunikasi bimbit prabayar dalam persekitaran akademik Indonesia
description	The purpose of this study is to determine brand management strategy of prepaid mobile telecommunication in Indonesian academic setting. This research also aims to identify the relationship between brand awareness, brand image, brand delivery, brand trust, customer’s satisfaction and brand loyalty. In addition, this research attempts to identify the role of brand trust and customer’s satisfaction as a mediator factor towards brand loyalty in the prepaid mobile telecommunication in Indonesia. The population of this research involved nine business mangement depatments selected at random from three public universities in Indonesia and 330 were taken as the sample and were interviewed. This study uses quantitative approach by integrating three research methods which are exploratory, descriptive , and causal research designs. The results show that consumer’s satisfaction has significant influence on brand trust. Three factors which are brand awareness, brand image, and brand delivery are found to have significant influence on customer’s satisfaction. Similarly, it is also evident that brand image, brand trust, and customer’s satisfaction have significant influence on brand loyalty. Apart from that, brand trust mediates relationship between customer’s satisfaction and brand loyalty. Finally, the results of this study assert that customer’s satisfaction mediates relationship between brand image and brand loyalty. The study confirms that the Indonesian prepaid mobile telecommunications’ brand loyalty level is evolving in stages as described in Oliver’s model. Hence, it can be deduced that the establishment of attitude-behavior relationship provides great meaning to practitioners due to its predictive power, particularly in marketing strategy formulation. Finally, further studies need to be conducted if these results are to be expanded into other Indonesian regional markets, especially the inland cities.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Mariyudi, ,
author_facet	Mariyudi, ,
author_sort	Mariyudi, ,
title	Strategi pengurusan jenama telekomunikasi bimbit prabayar dalam persekitaran akademik Indonesia
title_short	Strategi pengurusan jenama telekomunikasi bimbit prabayar dalam persekitaran akademik Indonesia
title_full	Strategi pengurusan jenama telekomunikasi bimbit prabayar dalam persekitaran akademik Indonesia
title_fullStr	Strategi pengurusan jenama telekomunikasi bimbit prabayar dalam persekitaran akademik Indonesia
title_full_unstemmed	Strategi pengurusan jenama telekomunikasi bimbit prabayar dalam persekitaran akademik Indonesia
title_sort	strategi pengurusan jenama telekomunikasi bimbit prabayar dalam persekitaran akademik indonesia
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2016
url	https://etd.uum.edu.my/6306/1/s91802_01.pdf https://etd.uum.edu.my/6306/2/s91802_02.pdf
_version_	1747828055775117312
spelling	my-uum-etd.63062021-04-06T06:21:41Z Strategi pengurusan jenama telekomunikasi bimbit prabayar dalam persekitaran akademik Indonesia 2016 Mariyudi, , Md. Salleh, Salniza Hussin, Zolkafli School of Business Management School of Business Management HF5415.33 Consumer Behavior. The purpose of this study is to determine brand management strategy of prepaid mobile telecommunication in Indonesian academic setting. This research also aims to identify the relationship between brand awareness, brand image, brand delivery, brand trust, customer’s satisfaction and brand loyalty. In addition, this research attempts to identify the role of brand trust and customer’s satisfaction as a mediator factor towards brand loyalty in the prepaid mobile telecommunication in Indonesia. The population of this research involved nine business mangement depatments selected at random from three public universities in Indonesia and 330 were taken as the sample and were interviewed. This study uses quantitative approach by integrating three research methods which are exploratory, descriptive , and causal research designs. The results show that consumer’s satisfaction has significant influence on brand trust. Three factors which are brand awareness, brand image, and brand delivery are found to have significant influence on customer’s satisfaction. Similarly, it is also evident that brand image, brand trust, and customer’s satisfaction have significant influence on brand loyalty. Apart from that, brand trust mediates relationship between customer’s satisfaction and brand loyalty. Finally, the results of this study assert that customer’s satisfaction mediates relationship between brand image and brand loyalty. The study confirms that the Indonesian prepaid mobile telecommunications’ brand loyalty level is evolving in stages as described in Oliver’s model. Hence, it can be deduced that the establishment of attitude-behavior relationship provides great meaning to practitioners due to its predictive power, particularly in marketing strategy formulation. Finally, further studies need to be conducted if these results are to be expanded into other Indonesian regional markets, especially the inland cities. 2016 Thesis https://etd.uum.edu.my/6306/ https://etd.uum.edu.my/6306/1/s91802_01.pdf text eng public https://etd.uum.edu.my/6306/2/s91802_02.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Aaker, D. (1991), Managing Brand Equity: Capitalizing on the Value of Brand Name. The Free Press, New York, NY. Aaker, D. dan Joachimsthaler, E. (2000). Brand Leadership, London, Free Press. Aaker, D.A. dan Jacobson, R. (1994). Study Shows Brandbuilding Pays Off For Stockholders. Advertising Age, Vol. 65 No. 30, p. 18. Aaker, D.A. (1996), Building Strong Brands. New York: The FreePress. Aaker, D.A. (2004). 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