Anteseden ekuitas merek dan konsekuensinya
Info Katalog
File Repositori
Nomor Panggil : 022001905005
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Hj. Arwini Sumardi
Subyek : Brand name products--Management;Marketing management
Kata Kunci : brand association, brand association, perceived quality, brand equity, dan repurchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001905005_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001905005_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TA_SMJ_022001905005_Bab-1-Pendahuluan.pdf | ||
| 4. | 2023_TA_SMJ_022001905005_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2023_TA_SMJ_022001905005_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2023_TA_SMJ_022001905005_Bab-4-Hasil-dan-Pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001905005_Bab-5-Kesimpulan.pdf |
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| 8. | 2023_TA_SMJ_022001905005_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001905005_Lampiran.pdf |
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P Penelitian ini bertujuan unuk mengatahui pengaruh Brand Awareness, Brand Association, Perceived Quality terhadap Brand Equity, dan pengaruh Brand Equity terhadap Purchase Intention. Responden pada penelitian ini berjumlah 150 responden dari pengguna layanan Asuransi dan metode pengambilan sampel pada pada penelitian ini adalah purposive sampling serta menggunakan motode analisis data statistic deskriptif (rata-rata) dan analisis Structural Equation Modeling (SEM). Pada penelitian ini diperoleh bahwa terdapat signifikan antara Brand Awareness
T This study aims to determine the influence of Brand Awareness, Brand Association, Perceived Quality on Brand Equity, and the influence of Brand Equity on Purchase Intention. The respondents in this study were 150 respondents from insurance service users and the sampling method in this study was purposive sampling and used the motto of descriptive statistical data analysis (average) and Structural Equation Modeling (SEM) analysis. In this study, it was found that there issignificant influence between Brand Awareness and Brand Equity, there is a significant influence between Brand Association and Brand Equity, there is a significant influence between Perceived Quality and Brand Equity, and there is a significant influence between Brand Equity and Purchase Intention. dengan Brand Equity, terdapat pengaruh signifikan antara Brand Association dengan Brand Equity, terdapat pengaruh signifikan antara Perceived Quality dengan Brand Equity, dan terdapat pengaruh signifikan antara Brand Equity dengan Purchase Intention.
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