Anteseden dan konsekuensi dari brand relationship quality
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022131229
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Luki Adiati Pratomo
Subyek : Brand relationship quality;Marketing management
Kata Kunci : brand authenticity, purchase intention, price premium, forgiveness.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022131229_Halaman-Judul-.pdf | ||
| 2. | 2017_TA_MJ_022131229_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022131229_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131229_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131229_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131229_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131229_Daftar-Pustaka.pdf | ||
| 8. | 2017_TA_MJ_022131229_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis antecedent dan konsekuensi dari kualitas hubungan terhadap konsumen. Sampel yang digunakan dalam penelitian ini berjumlah 280 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode structural equation model (SEM). Hasil dari penelitian ini adalah (1) brand authenticity berpengaruh positif terhadap brand relationship quality, (2) brand relationship quality berpengaruh positif terhadap purchase intention, (3) brand relationship quality berpengaruh positif terhadap price premium, (4) brand relationship quality berpengaruh positif terhadap forgiveness,
T This study aims to examine and analyze antecedents and consequences of quality relationships to consumers. The sample used in this study amounted to 280 respondents and collected by purposive sampling method. The test is done by structural equation model (SEM) method. The result of this research is (1) brand authenticity have positive effect on brand relationship quality, (2) brand relationship quality have positive effect on purchase intention, (3) brand relationship quality have positive effect on price premium, (4) brand relationship quality have positive effect on Forgiveness,
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