konsekuensi brand equity pada fast fashion produk
Nomor Panggil : 2019_TA_MJ_022151027
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Ganawati
Subyek : Brand awareness;Marketing management;Perceived quality
Kata Kunci : brand awareness, perceived value, brand personality, brand association.
Status Posting : Published
Status : Lengkap
No. | Nama File | Hal. | Link |
---|---|---|---|
1. | 2019_TA_MJ_022151027_Halaman-Judul.pdf | 17 | |
2. | 2019_TA_MJ_022151027_Bab-1.pdf | 7 | |
3. | 2019_TA_MJ_022151027_Bab-2.pdf |
|
|
4. | 2019_TA_MJ_022151027_Bab-3.pdf |
|
|
5. | 2019_TA_MJ_022151027_Bab-4.pdf |
|
|
6. | 2019_TA_MJ_022151027_Bab-5.pdf |
|
|
7. | 2019_TA_MJ_022151027_Daftar-Pustaka.pdf | 4 | |
8. | 2019_TA_MJ_022151027_Lampiran.pdf |
|
P Penelitian ini bertujuan untuk menguji dan menganalisis Konsekuensi dari Brand Equity. Sampel yang digunakan dalam penelitian ini sebanyak 220 responden dengan menggunakan metode penarikan sample purposive sampling. Sampel yang digunakan dalam penelitian ini adalah konsumen yang pernah membeli dan menggunakan Fast Fashion Brand. Pengujian hipotesis pada penelitian ini menggunakan metode Structural Equation Model (SEM) dengan bantuan software AMOS. Hasil dari penelitian ini adalah Terdapat pengaruh positif Brand Awareness, Perceived Value, dan Brand Uniqueness terhadap Brand Loyalty. Untuk peneliti selanjutnya disarankan dapat meneliti Fast Fashion Brand lainnya dan menambahkan variabel lainnya seperti Repurchase Intention.
T This study aims to examine and analyze the consequences of brand equity. The samples used in this study were 220 respondents using purposive sampling method. The sample used in this study is consumers who have bought and used Fast Fashion Brand. Testing the hypothesis in this study uses the Structural Equation Model (SEM) method with the help of AMOS software. The results of this study are that there is a positive effect of Brand Awareness, Perceived Value, and Brand Uniqueness on Brand Loyalty. For the next researcher, it is recommended to examine other Fast Fashion Brands and add other variables such as Repurchase Intention.