Anteseden dan konsekuensi dari attitude toward brand

DETAIL KOLEKSI

Anteseden dan konsekuensi dari attitude toward brand

Oleh : Taslimah Ramadhanti

Info Katalog

Nomor Panggil : 022001905014

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Asep Hermawan

Subyek : Consumer behavior;Brand loyalty

Kata Kunci : brand credibility, brand trust, attitude toward brand, electronic word of mouth.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001905014_Halaman-Judul.pdf	25
2.	2023_TA_SMJ_022001905014_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001905014_Bab-1_Pendahuluan.pdf	12
4.	2023_TA_SMJ_022001905014_Bab-2_Tinjauan-Pustaka.pdf	14
5.	2023_TA_SMJ_022001905014_Bab-3_Metodologi-Penelitian.pdf	18
6.	2023_TA_SMJ_022001905014_Bab-4_Analisis-dan-Pembahasan.pdf	8
7.	2023_TA_SMJ_022001905014_Bab-5_Kesimpulan.pdf	7
8.	2023_TA_SMJ_022001905014_Daftar-Pustaka.pdf	6
9.	2023_TA_SMJ_022001905014_Lampiran.pdf	36

Abstrak
Abstract

P Penelitian ini bertujuan menguji dan menganalisis pengaruh brand credibility terhadap brand trust, attitude toward brand, electronic word of mouth, purchase intention pada pengguna sunscreen. Sampel yang digunakan dalam penelitian ini berjumlah 248 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Brand Credibility berpengaruh positif terhadap Brand Trust, (2) Brand Credibility berpengaruh positif terhadap Attitude Toward Brand, (3) Brand Trust berpengaruh positif terhadap Attitude Toward Brand, (4) Attitude Toward Brand berpengaruh positif terhadap Electronic Word Of Mouth, (5) Electronic Word Of Mouth berpengaruh positif terhadap Purchase Intention.

T The purpose of this study was to examine and analyze the role of brand credibility on brand trust, attitude toward brand, electronic word of mouth, and purchase intention on sunscreen users. The sample used in this study is 248 respondents. The sampling technique used is purposive sampling. The data are analyzed using the SEM method. The findings of this study are: (1) Brand Credibility has a positive effect on Brand Trust, (2) Brand Credibility has a positive effect on Attitude Toward Brand, (3) Brand Trust has a positive effect on Attitude Toward Brand, (4) Attitude Toward Brand has a positive effect on Electronic Word Of Mouth, (5) Electronic Word Of Mouth has a positive effect on Purchase Intention.