Antecedents dari brand commitment
Info Katalog
File Repositori
Nomor Panggil : 2016-TA-MJ-022120058
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2016
Pembimbing 1 : Hj. Arwini Sumardi
Subyek : Brand authenticity;Brand trust
Kata Kunci : brand individuality, brand consistency, brand continuity.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2016_TA_MJ_022120058_Halaman-Judul.pdf1.pdf | ||
| 2. | 2016_TA_MJ_022120058_Bab1.pdf1.pdf |
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| 3. | 2016_TA_MJ_022120058_Bab2.pdf1.pdf |
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| 4. | 2016_TA_MJ_022120058_Bab3.pdf1.pdf |
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| 5. | 2016_TA_MJ_022120058_Bab4.pdf1.pdf |
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| 6. | 2016_TA_MJ_022120058_Bab.5pdf1.pdf | 3 | |
| 7. | 2016_TA_MJ_022120058_Daftar-Pustaka.pdf | ||
| 8. | 2016_TA_MJ_022120058_Lampiran.pdf1.pdf |
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P Penelitian ini bertujuan untuk menganalisa Antecedents dari BrandCommitment. Sampel dalam penelitian ini adalah responden yang pernah mendatangi oulet Nike sebanyak 200 orang responden. Teknik purposive sampling. Uji instrument data menggunakan uji validitas dan uji reliabilitas.Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM). Pengujian hipotesa dilakukan dengan cara membandingkan p-value dari hasil analisa setiap hipotesa dalam penelitian inidengan level of significant (α) sebesar 0,05 dan pengambilan keputusan. Hasil daripengujian menunjukkan bahwa : (1) Brand Individuality memiliki pengaruh positif terhadap Brand Authenticity, (2) Brand Consistency memiliki pengaruh positif terhadap Brand Authentucity, (3) Brand Continuity tidak memiliki pengaruh positif terhadap Brand Authnticity, (4) Brand Authenticity memiliki pengaruh positif terhadap Brand Trust, (5) Brand Trust memiliki pengaruh positif terhadap Brand Commitment.
T This study aims to analyze the antecedents of BrandCommitment. The sample in this research was the respondents who never visited the Nike outlet of 200 respondents. Purposive sampling technique. Test instrument data using reliabilitas.Metode validity and test data analysis used in this research is Structural Equation Model (SEM). Hypothesis testing is done by comparing the p-value from the analysis any hypothesis in the research inidengan level of significant (α) of 0.05 and decision making. Results daripengujian show that: (1) Brand Individuality has a positive influence on Brand Authenticity, (2) Brand Consistency has a positive influence on Brand Authentucity, (3) Brand Continuity does not have a positive influence on Brand Authnticity, (4) Brand Authenticity has a positive influence the Brand Trust, (5) Brand Trust has a positive influence on Brand Commitment
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