Pengaruh perceived corporate responsibility authentcity terhadap perceiver brand loyality pada industry fast fashion
Info Katalog
File Repositori
Subyek : Social responsibility of business
Penerbit : Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Kurniawati
Kata Kunci : perceived CSR authenticity, perceived brand authenticity, brand trust and positive word of mouth (PW
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TS_MMJ_122011816001_Halaman-Judul.pdf | 30 | |
| 2. | 2023_TS_MMJ_122011816001_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TS_MMJ_122011816001_Bab-1-Pendahuluan.pdf | 39 | |
| 4. | 2023_TS_MMJ_122011816001_Bab-2-Landasan-Teori.pdf | 69 |
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| 5. | 2023_TS_MMJ_122011816001_Bab-3-Metodologi-Penelitian.pdf | 45 |
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| 6. | 2023_TS_MMJ_122011816001_Bab-4-Analisis-dan-Pembahasan.pdf | 18 |
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| 7. | 2023_TS_MMJ_122011816001_Bab-5-Kesimpulan.pdf | 6 | |
| 8. | 2023_TS_MMJ_122011816001_Daftar-Pustaka.pdf | 7 | |
| 9. | 2023_TS_MMJ_122011816001_Lampiran.pdf | 12 |
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P Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Perceived CSR Authenticity terhadap Perceived Brand Loyalty, dalam Brand Trust dan Positive Word of Mouth (PWOM), yang di mediasi oleh Perceived Brand Authenticity pada industri fast fashion. Metode teknik pengumpulan data yang digunakan adalah purposive sampling. Data dikumpulkan secara langsung melalui penyebaran kuisioner kepada 157 responden. Kuisioner menggunakan skala likert 1-5, yaiut 1 menunjukkan sangat tidak setuju, dan 5 menunjukkan sangat setuju. Pernyataan dalam penelitian ini terdiri dari 16 pernyataan yang diperoleh dari 4 variable, yaitu Perceived CSR Authenticity, Perceived Brand Authenticity, Brand Trust dan Positive Word of Mouth. Kuisioner disebarkan melalui google form dengan kriteria responden adalah yang mengetahui dan pernah membeli produk dari brand H&M, Uniqlo atau Zara, dan peduli dengan isu lingkungan dan sosial. Structural Equation Model (SEM) menjadi metode analisis yang digunakan. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif pada semua hubungan variabel kecuali pada hubungan Perceived CSR Authenticity terhadap PWOM.
T This study aims to find out and analyze the influence of Perceived CSR Authenticity on Perceived Brand Loyalty, in Brand Trust and Positive Word of Mouth (PWOM), mediated by Perceived Brand Authenticity in the fast fashion industry. The method of data collection technique used is purposive sampling. Data was collected directly through the distribution of questionnaires to 157 respondents. The questionnaire uses a likert scale of 1-5, i.e. 1 indicates strongly disagrees, and 5 indicates strongly agrees. The statements in this study consisted of 16 statements obtained from 4 variables, namely Perceived CSR Authenticity, Perceived Brand Authenticity, Brand Trust and Positive Word of Mouth. The questionnaire is distributed through a google form with the criteria of respondents who know and have purchased products from the H&M, Uniqlo or Zara brands, and care about environmental and social issues. Structural Equation Model (SEM) is the analysis method used. The results of this study show that there is a positive influence on all variable relationships except on the relationship of Perceived CSR Authenticity to PWOM.
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