Anteseden dan konsekuensi brand equity

DETAIL KOLEKSI

Anteseden dan konsekuensi brand equity

Oleh : Khairunnisa Solihat

Info Katalog

Nomor Panggil : 022001801185

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Moch Sabur

Subyek : Brand loyalty

Kata Kunci : economy exchange, social exchange, mutual interest, self-interest, behavioral intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2023_TA_SMJ_022001801185_Halaman-Judul.pdf
2.	2023_TA_SMJ_022001801185_Lembar-Pengesahan.pdf
3.	2023_TA_SMJ_022001801185_Bab-1_Pendahuluan.pdf
4.	2023_TA_SMJ_022001801185_Bab-2_Landasan-teori.pdf
5.	2023_TA_SMJ_022001801185_Bab-3_Metdoologi-penelitian.pdf
6.	2023_TA_SMJ_022001801185_Bab-4_Analisis-dan-Pembahasan.pdf
7.	2023_TA_SMJ_022001801185_Bab-5_Kesimpulan.pdf
8.	2023_TA_SMJ_022001801185_Daftar-Pustaka.pdf
9.	2023_TA_SMJ_022001801185_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh Anteseden dan Konskuensi Brand Equity pada brand aplikasi food delivery. Data diperoleh dengan menybarkan kuesioner secara online kepada pelanggan yang menggunakan brand aplikasi food delivery dalam kurun waktu 3 bulan terakhir. Sampel yang digunakan dalam penelitian ini berjumlah 209 responden dengan factor loading ï‚³0,40. Metode penarikan sampel yang digunakan dalam penelitian ini yaitu metode non-probability sampling dengan teknik purposive sampling khususnya judgement sampling. Metode analisa data yang digunakan pada penelitian ini adalah metode structural equation model (SEM) dengan bantuan software AMOS26.Hasil dari penelitian ini menyimpulkan bahwa (1) economy exchange berpengaruh positif terhadap brand equity, (2) social exchange berpengaruh positif terhadap brand equity, (3) mutual interest berpengaruh positif terhadap brand equity, (4) self-interest berpengaruh positif terhadap brand equity, dan (5) brand equity berpengaruh terhadap behavioral intention.

T This study aims to analyze the effect of antecedents and consequences of brand equity on food delivery application brands. Data was obtained by distributing online questionnaires to customers who used food delivery application brands within the last 3 months. The sample used in this study was 209 respondents with a factor loading ï‚³0,40. The sampling method used in this study is the non-probability sampling method with purposive sampling technique, especially judgment sampling. The data analysis method used in this study is the structural equation model (SEM) method with the help of AMOS26 software.The results of this study conclude that (1) economy exchange has a positive effect on brand equity, (2) social exchange has a positive effect on brand equity, (3) mutual interest has a positive effect on brand equity, (4) self-interest has a positive effect on brand equity, and (5) brand equity influences behavioral intention.