i
ABSTRAK
Muharsyah Maulana Akbar, 210110110682, 2015 Skripsi berjudul, “Hubungan Antara Brand Image Telkom Speedy Terhadap Loyalitas Konsumen.” Dr.
Hj. Purwanti Hadisiwi, M.Exed, sebagai Pembimbing Utama dan Nindi Aristi,
S.Sos.,M.Comm., sebagai Pembimbing Pendamping. Fakultas Ilmu Komunikasi. Jatinangor 2015.
Penelitian ini bertujuan untuk mengetahui ada tidaknya hubungan yang
signifikan antara product attributes, consumer benefit, brand association. Penelitian ini menggunakan metode kuantitatif dan pengumpulan data dilakukan melalui
penyebaran angket, wawancara dan studi kepustakaan.
Hasil penelitian ini menunjukkan bahwa: Terdapat hubungan yang lemah dan signifikan antara product attributes dengan loyalitas konsumen. Terdapat hubungan
yang lemah dan signifikan antara consumer benefit dengan loyalitas konsumen. Terdapat hubungan yang lemah dan signifikan antara brand association dengan
loyalitas konsumen.
Bedasarkan hasil penelitian, kesimpulan yang didapat yaitu ada hubungan antara brand image Telkom Speedy terhadap loyalitas konsumen. Terdapat
hubungan yang lemah dan signifikan antara product attributes, consumer benefit,
ii
ABSTRACK
Muharsyah Maulana Akbar, 210110110682, 2015 this final report entitled
“Relations Between Telkom Speedy Brand Image Agains Consument Loyalty” Mrs
Dr. Hj. Purwanti Hadisiwi, M.Exed, as Main Tutor and Mrs Nindi Aristi,
S.Sos.,M.Comm, as Tutor Companion. The Faculty of Communication, Padjadjaran
University, Jatinangor.
This research aim to recognize wether a significant relations between
product attributes, consumer benefit, brand association. This research use quantitative
research and data collecting done trough spreading questionnaire, interview and literature
study.
Result of the research show that: There are vulnerable correlation and significant
among product attributes with consument loyalty. There are vulnerable correlation
and significant among consumer benefit with consumer loyalty. There are vulnerable
and significsant among brand association with consumer loyalty.
Based on the result of the research, can concluded that there are correlation
between Telkom Speedy brand image agains consument loyalty. There are a
vulnerable relations between product attributes, consumer benefit, brand association
