Anteseden dan konsekuensi dari brand equity terhadap purchase intention
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Arnolt Kristian Pakpahan
Subyek : Purchasing;Equity - Brand
Kata Kunci : sosial media usage, E-WOM, brand equity, purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002007003_Halaman-Judul.pdf | 13 | |
| 2. | 2024_SK_SMJ_022002007003_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002007003_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002007003_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002007003_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002007003_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002007003_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002007003_Bab-1.pdf | 13 | |
| 9. | 2024_SK_SMJ_022002007003_Bab-2.pdf | 20 |
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| 10. | 2024_SK_SMJ_022002007003_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002007003_Bab-4.pdf |
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| 12. | 2024_SK_SMJ_022002007003_Bab-5.pdf | 4 | |
| 13. | 2024_SK_SMJ_022002007003_Daftar-Pustaka.pdf | 9 | |
| 14. | 2024_SK_SMJ_022002007003_Lampiran.pdf |
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P Penelitian ini bertujuan untuk mengkaji aspek-aspek yang mempengaruhi niat belikonsumen pada Fashion local seperti Sosial Media usage,E-WOM dan Brand equity.Topik yang di pilih fashion local karena Antusias masyarakat terhadap industrifashion local terus meningkat hal ini yang akhir nya mendorong minat masyarakatterhadap local brand. penggunaan Media sosial kini menjadi populer dan memainkanperan penting dalam pemasaran media sosial melalui Electronic Word of Mouth (EWOM) dan juga untuk menilai apakah Brand equity dapat mempengaruhi niat belikonsumen terhadap fashion local Metode yang digunakan dalam pengambilan datapenelitian ini melalui kuisioner Google Form. Sampel yang digunakan padapenelitian ini berjumlah 150 reponden melalui metode non probability samplingdengan teknik purposive sampling dimana responden yang dipilih adalah penggunafashion local yang menggunakan sosial media. Hasil penelitian ini menunjukanbahwa terdapat pengaruh positif antara Sosial media usage terhadap purchaseintention, terdapat pengaruh positif antara Sosial media Usage terhadap BrandEquity, terdapat pengaruh positif Brand equity terhadap Purchase Intention, danTidak terdapat pengaruh positif E-Wom terhadap Purchase Intention. Tidak terdapatpengaruh positif antara E-Wom Terhadap Brand Equity manajer harusmemperhatikan peringkat merek di Sosial media maupun E-Commerce denganmengelola ulasan yang ada pada laman produk, agar dapat meningkatkan PurchaseIntention pada konsumen.
T This research aims to examine aspects that influence consumers\\\' purchasingintentions towards local fashion, such as the use of Social Media, E-WOM and BrandEquity. The topic chosen was local fashion because people\\\'s enthusiasm for the localfashion industry continues to increase, which in turn encourages people\\\'s interest inlocal brands. The use of social media is now becoming popular and plays animportant role in social media marketing through Electronic Word of Mouth (EWOM) and also to assess whether brand equity can influence consumer purchasingintentions towards local fashion. The method used in collecting data in this researchwas through a Google Form questionnaire. The sample used in this research was 150respondents using a non-probability sampling method with a purposive samplingtechnique where the respondents selected were local fashion users who use socialmedia. The research results show that there is a positive influence between Socialmedia usage on purchase intention, there is a positive influence between Social mediaUsage on Brand Equity, there is a positive influence of Brand equity on purchaseIntention, and there is no positive influence. the influence of E-Wom on PurchaseIntention. There is no positive influence between E-Wom on Brand Equity. Managersmust pay attention to brand rankings on Social Media and E-Commerce by managingreviews on product pages, in order to increase Purchase Interest among consumers.
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Pengaruh brand image, product involvement, product knowledge terhadap counterfeits purchase intention
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