Pengaruh brand credibility, brand image, brand familiarity terhadap brand attitude

DETAIL KOLEKSI

Pengaruh brand credibility, brand image, brand familiarity terhadap brand attitude

5.0

Oleh : Reny Handayani

Info Katalog

Nomor Panggil : 2019_TA_MJ_022142055

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Yolanda Masnita

Subyek : Marketing management - Brand credibility

Kata Kunci : brand image, brand familiarity and brand attitude.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2019_TA_MJ_022142055_Halaman-Judul.pdf
2.	2019_TA_MJ_022142055_Bab-1.pdf
3.	2019_TA_MJ_022142055_Bab-2.pdf
4.	2019_TA_MJ_022142055_Bab-3.pdf
5.	2019_TA_MJ_022142055_Bab-4.pdf
6.	2019_TA_MJ_022142055_Bab-5.pdf
7.	2019_TA_MJ_022142055_Daftar-Pustaka.pdf
8.	2019_TA_MJ_022142055_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji Pengaruh Brand Credibility, Brand Image, Brand Familiarity terhadap Brand Attitude dalam konteks produk Brand Minimarket.Sampel yang digunukan dalam penelitian adalah sebanyak 190 responden, yaitu dimana kriteria responden untuk para pelanggan yang sudah mengetahui produk brand Minimarket dan pernah membeli atau menggunakan brand tersebut secara langsung. Analisis data dilakukan dengan menggunakan analisis Structural Equation Model (SEM).Hasil penelitian ini menunjukan bahwa : (1) Brand Credibility memiliki pengaruh positif terhadap Brand Attitude, (2) Brand Image memiliki pengaruh positif terhadap Brand Attitude, (3) Brand Familiarity memiliki pengaruh positif terhadap Brand Attitude.

T This study aims to examine the Effect of Brand Credibility, Brand Image, Brand Familiarity on Brand Attitude in the context of Brand Minimarket products.The sample used in the study was 190 respondents, which is where the criteria of respondents for customers who already know the product of the Minimarket brand and have bought or used the brand directly. Data analysis was carried out by using Structural Equation Model (SEM) analysis.The results of this study indicate that : (1) Brand Credibility has a positive influence on Brand Attitude, (2) Brand Image has a positive influence on Brand Attitude, (3) Brand Familiarity has a positive influence on Brand Attitude.