DETAIL KOLEKSI

Anteseden dan konsekuensi dari brand authenticity


Oleh : Olivia Esterina Siagian

Info Katalog

Nomor Panggil : 022160059

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2020

Pembimbing 1 : Adiati Hardjanti

Subyek : Brand name products

Kata Kunci : brand individuality, brand consistency, brand continuity, brand authenticity, perceived value, and b


File Repositori
No. Nama File Ukuran (KB) Status
1. 2020_TA_MJ_022160059_Halaman-Judul.pdf 1134.73
2. 2020_TA_MJ_022160059_Bab-1.pdf 659.19
3. 2020_TA_MJ_022160059_Bab-2.pdf 835.71
4. 2020_TA_MJ_022160059_Bab-3.pdf 1180.31
5. 2020_TA_MJ_022160059_Bab-4.pdf 912.99
6. 2020_TA_MJ_022160059_Bab-5.pdf 503.08
7. 2020_TA_MJ_022160059_Daftar-Pustaka.pdf 514.49
8. 2020_TA_MJ_022160059_Lampiran.pdf 3164.93

P Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand individuality, brand consistency, brand continuity terhadap brand authenticity, brand authenticity terhadap perceived value, dan pengaruh brand authenticity terhadap brand trust. Penelitian ini mengguankan metode teknik pengumpulan data purposive sampling, dimana data dikumpulkan secara langsung melalui penyebaran kuesioner kepada 266 responden dan diolah menggunakan metode analisis Structural Equation Model (SEM).Hasil dari penelitian menunjukkan bahwa terdapat pengaruh positif Brand Individuality terhadap Brand Authenticity, terdapat pengaruh positif Brand Consistency terhadap Brand Authenticity tidak terdapat pengaruh positif Brand Continuity terhadap Brand Authenticity, terdapat pengaruh positif Brand Authenticity terhadap Perceived Value, dan terdapat pengaruh positif Brand Authenticity terhadap Brand Trust

T This study aims to determine and analyze the effect of brand individuality, brand consistency, brand continuity on brand authenticity, brand authenticity on perceived value, and the effect of brand authenticity on brand trust. This study uses a purposive sampling technique data collection method, where data is collected directly through questionnaires to 266 respondents and processed using the Structural Equation Model (SEM) analysis method.The results of the study indicate that there is a positive influence of Brand Individuality on Brand Authenticity, there is a positive effect of Brand Consistency on Brand Authenticity, there is no positive effect of Brand Continuity on Brand Authenticity, there is a positive effect on Brand Authenticity on Perceived Value, and There is a positive influence of Brand Authenticity on Brand Trust

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