Consequence dari ideal self-congruence pada brand Zara
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022141288
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Ina Oktaviana Matusin
Subyek : Self-congruence;Marketing management
Kata Kunci : Idea self-congruence, emotional brand attachment,compulsive buying, external trash talking
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2018_TA_MJ_022141288_Halaman-Judul.pdf | 18 | |
| 2. | 2018_TA_MJ_022141288_Bab-1.pdf | 7 | |
| 3. | 2018_TA_MJ_022141288_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022141288_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022141288_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022141288_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022141288_Daftar-Pustaka.pdf | 5 | |
| 8. | 2018_TA_MJ_022141288_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis konsekuensi dari Ideal Self-Congruence pada Brand Zara. Sampel yang digunakan dalam penelitian ini sebanyak 140 responden dengan menggunakan metode penarikan sampel purposive sampling. Sampel yang digunakan dalam penelitian ini, yaitu konsumen Brand Zara di Indonesia yang telah menggunakan Brand Zara. Pengujian hipotesis dilakukan dengan metode structural equation model (SEM) dengan bantuan software AMOS 22.0. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif Ideal Self-Congruence terhadap Emotional Brand Attachment. Ideal Self-Congruence juga berpengaruh positif terhadap Compulsive Buying. Selanjutnya, Ideal Self-Congruence memiliki pengaruh positif terhadap External Trash Talking. Selain itu, Emotional Brand Attachment berpengaruh positif terhadap Compulsive Buying. Emotional Brand Attachment juga berpengaruh positif terhadap External Trash Talking. Pada penelitian selanjutnya dapat menggunakan merek lainnya untuk bisa melihat lebih besar tentang konsekuensi dari Ideal Self Congruence.
T This purpose of this study is to test and analyze consequence of Ideal Self-Congruence. The sample used in this research is 140 respondents by using purposive sampling method. The sample used in this study are Muslim consumers in Indonesia that already knew about halal brand. Hypothesis testing for this research was tested by structural equation model (SEM) with AMOS 22.0 software. The result of this research show that Ideal Self-Congruence has a positive Emotional Brand Attachment. Ideal Self-Congruence also positively influence Compulsive Buying. Furthermore, Ideal Self-Congruence has a positive effect on External Trash Talking. Then, Emotional Brand Attachment positively Compulsive Buying. Emotional Brand Attachment also has a positive effect on External Trash Talking. For future research can use other brand to see more consequences from Ideal Self-Congruence.
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