Anteseden dan Konsekuensi consumer brand identification
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022142020
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Willy Arafah
Subyek : Brand prestige;Marketing management
Kata Kunci : brand prestige, brand anthropomorphism, consumer brand identification , and consumer-brand engagemen
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2018_TA_MP_022142020_Halaman-Judul.pdf | ||
| 2. | 2018_TA_MP_022142020_Bab-1.pdf | ||
| 3. | 2018_TA_MP_022142020_Bab-2.pdf |
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| 4. | 2018_TA_MP_022142020_Bab-3.pdf |
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| 5. | 2018_TA_MP_022142020_Bab-4.pdf |
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| 6. | 2018_TA_MP_022142020_Bab-5.pdf |
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| 7. | 2018_TA_MP_022142020_Daftar-Pustaka.pdf | -1 | |
| 8. | 2018_TA_MP_022142020_Lampiran.pdf |
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T Tujuan dari penelitian ini untuk menguji dan menganalisis pengaruh Brand Prestige, Brand Anthropomorphism, dan Consumer Brand Identification (CBI) terhadap Consumer-brand Engagement in Social Media (SM).Metode tekhnik pengumpulan data dikumpulkan dari 199 responden pengguna produk SAMSUNG dan Apple, menggunakan metode purposive sampling. Pengukuran tekhnik menggunakan metode SEM (Structural Equation Model).Hasil dari penelitian adalah tidak terdapat pengaruh positif antara Brand prestige terhadap consumer brand identification (CBI), terdapat pengaruh positif Brand anthropomorphism terhadap consumer brand identification (CBI), terdapat pengaruh positif Consumer Brand Identification (CBI) terhadap Consumer-brand Engagement in Social Media (SM).
T The purpose of this research was to test and analyze the effect of Brand Prestige, Brand Anthropomorphism, and Consumer Brand Identification (CBI) against Consumer-brand Engagement in Social Media (SM).Engineering method of collecting data is collected from 199 respondents user product SAMSUNG and Apple, using the method of purposive sampling. Engineering measurement method using SEM (Structural Equation Modeling).The results of the research there is no positive influence between Brand prestige against consumer brand identification (CBI), there is a positive influence against anthropomorphism Brand consumer brand identification (CBI), there is a positive influence Consumer Brand Identification (CBI) against Consumer-brand Engagement in Social Media (SM).
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