Anteseden dan konsekuensi dari consumer â€“ brand identification

DETAIL KOLEKSI

Anteseden dan konsekuensi dari consumer â€“ brand identification

Oleh : Fauzan Gunawan Sahari

Info Katalog

Nomor Panggil : 2019_TA_MJ_022142013

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Kurniawati

Subyek : Marketing management;Marketing - Brand image

Kata Kunci : brand anthropomorphism, consumer â€“ brand engagement, consumerâ€™s skepticism, brand prestige, cons

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2019_TA_MJ_022142013_Halaman-Judul.pdf
2.	2019_TA_MJ_022142013_Bab-1.pdf
3.	2019_TA_MJ_022142013_Bab-2.pdf
4.	2019_TA_MJ_022142013_Bab-3.pdf
5.	2019_TA_MJ_022142013_Bab-4.pdf
6.	2019_TA_MJ_022142013_Bab-5.pdf
7.	2019_TA_MJ_022142013_Daftar-Pustaka.pdf	8
8.	2019_TA_MJ_022142013_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisis faktor-faktor yang mempengaruhi dan dipengaruhi consumer brand identification. Sebuah model konseptual diajukan dan diuji dalam konteks consumer brand identification produk smartphone merk X. Sampel yang digunakan dalam penelitian ini berjumlah 225 responden dimana kriteria responden yang dibutuhkan untuk dapat menjawab kuesioner yang disediakan yang pernah melakukan pembelian produk smartphone merek X minimal dua kali dalam dua tahun terakhir dan minimal enam bulan terakhir aktif di media sosial.. Analisis data yang dilakukan dengan menggunakan metode structural equation model (SEM).Hasil dari penelitian ini adalah (1) brand anthropomorphism berpengaruh positif terhadap consumer-brand identification (2) consumer-brand engagement berpengaruh positif terhadap consumer-brand identification, (3) consumerâ€™s skepticism tidak berpengaruh negatif terhadap consumer-brand identification, (4)brand prestige berpengaruh positif terhadap consumer-brand identification, (5)consumer-brand identification berpengaruh positif terhadap brand loyalty.

R Research purpouse is for testing and also analyzing factor-factor influencing and influenced consumer brand identification.A conceptual model is purpoused and tested in the context consumer brand identification product smartphone with brandX. The samples of the research is 225 respondents where the criteria of respondent needed to be able to answer the questionnaire provided is the respondent make purchases of brand X smartphones at least twice in the last two years and at least the last six months active on social media. Data analysis was done by using Sctutrual Equation Model (SEM).The findings of this study are: (1) brand anthropomorphism has positive effect toward consumer-brand identification, (2) consumer-brand engagement has positive effect toward consumer-brand identification(3) consumerâ€™s skepticism does not has negative effect toward consumer-brand identification, (4) brand prestige has positive effect toward consumer-brand identification, (5) brand loyalty has positive effect toward consumer-brand identification.