Anteseden dan konsekuensi dari brand authenticity
Info Katalog
File Repositori
Nomor Panggil : 2016_TA_MJ_022091072
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2016
Pembimbing 1 : Nidjat Ibrahim
Subyek : Brand Consistency
Kata Kunci : Brand individuality, brand consistency, brand continuity, brand trust, brand authenticity
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2016_TA_MJ_-022090147-HALAMAN-JUDUL.pdf | 17 | |
| 2. | 2016_TA_MJ_-022090147.-BAB-1.pdf | 5 | |
| 3. | 2016_TA_MJ_-022090147.BAB-2.pdf |
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| 4. | 2016_TA_MJ_-022090147-BAB-3.pdf |
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| 5. | 2016_TA_MJ_-022090147.-BAB-4.pdf |
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| 6. | 2016_TA_MJ_-022090147.-BAB-5.pdf |
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| 7. | 2016-TA_MJ_022090147-DAFTAR-PUSTAKA.pdf | 2 | |
| 8. | 2016-TA_MJ_022090147-LAMPIRAN.pdf |
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P Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh positif dari brand individuality, brand consistency, brand continuity, terhadap brand trust, melalui brand authenticity. Penggunaan variabel tersebut berdasarkan hasil penelitian terdahulu. Data penelitian ini diperoleh dengan menyebarkan kuesioner kepada 102 orang responden. Penelitian ini menggunakan metode non-probability sampling dan tipe sampling yang digunakan adalah Purposive Sampling. Data Kuesioner diuji menggunakan alat analisis Structural Equation Model (SEM) yang dijalankan dengan mengoperasikan software Amos 6.0 for Windows. Hasil pengujian hipotesa menunjukkan adanya pengaruh positif dari brand idividuality, brand consistency, brand continuity, terhadap brand trust, melalui brand authenticity.
T This study aims to analyze the positive influence of brand individuality, brand consistency, brand continuity, towards brand trust through brand authenticity. The research data was obtained by distributing questionnaires to 150 respondents. This study used non-probability sampling methods and the type of sampling that used is Purposive sampling. Questionnaire data were tested using analysis of Structural Equation Model (SEM) which is executed by operating using the software Amos 6.0 for Windows. The result reveal that there are a positive influence of brand individuality, brand consistency, brand continuity, towards brand trust through brand authenticity.Key words: Brand individuality, brand consistency, brand continuity, brand trust, brand authenticity
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