Kontribusi kepribadian merek terhadap kesadaran merek, kepercayaan merek dan kesetiaan merek
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022131084
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Robert Kristaung
Subyek : Responsible brand personality;Marketing management
Kata Kunci : responsible brand personality, active brand personality, brand awareness, brand trust, brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022131084_Halaman-Judul.pdf | ||
| 2. | 2017_TA_MJ_022131084_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022131084_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131084_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131084_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131084_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131084_Daftar-Pustaka.pdf | ||
| 8. | 2017_TA_MJ_022131084_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis kontribusi kepribadian merek terhadap kesadaran merek, kepercayaan merek dan kesetiaan merek. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode structural equation model (SEM). Hasil dari penelitian ini adalah (1) responsible brand personality tidak berpengaruh positif terhadap brand awareness, (2) active brand personality berpengaruh positif terhadap brand awareness, (3) responsible brand personality tidak berpengaruh positif terhadap brand trust, (4) active brand personality berpengaruh positif terhadap brand trust, (5) responsible brand personality tidak berpengaruh positif terhadap brand loyalty, (6) active brand personality berpengaruh positif terhadap brand loyalty.
T The objective of this study is to examine and analyze the contribution of brand personality toward brand awareness, brand trust and brand loyalty. The samples being used in this study is 200 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by structural equation model method. The findings of this study are: (1) responsible brand personality has no positive effect toward brand awareness, (2) active brand personality has positive effect toward brand awareness, (3) responsible brand personality has no positive effect toward brand trust, (4) active brand personality has positive effect toward brand trust, (5) responsible brand personality has no positive effect toward brand loyalty, (6) active brand personality has positive effect toward brand loyalty.
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