Pengaruh spokes-character terhadap brand awareness dan perceived quality dalam menciptakan brand loyalty

DETAIL KOLEKSI

Pengaruh spokes-character terhadap brand awareness dan perceived quality dalam menciptakan brand loyalty

5.0

Oleh : M. Haryadi Yusuf

Info Katalog

Nomor Panggil : 2015_TA_MJ_022110007

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2015

Pembimbing 1 : Arwini Sumardi

Subyek : Spokes-characte;Marketing manajamen

Kata Kunci : spokes-character, brand awareness, perceived quality, brand loyalty.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2015_TA_MJ_022110007_-Halaman-Judul.pdf	16
2.	2015_TA_MJ_022110007_-Bab-1.pdf	7
3.	2015_TA_MJ_022110007_-Bab-2.pdf
4.	2015_TA_MJ_022110007_-Bab-3.pdf
5.	2015_TA_MJ_022110007_-Bab-4.pdf
6.	2015_TA_MJ_022110007_-Bab-5.pdf
7.	2015_TA_MJ_022110007_-Daftar-Pustaka.pdf	3
8.	2015_TA_MJ_022110007_-Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh spokes-character yangterdiri dari tiga dimensi yaitu likeability, expertise, relevance terhadap brand equitypada konsumen restoran Hoka Hoka Bento dan Objek yang diteliti adalah icon dariHoka Hoka Bento yaitu Taro dan Hanako.Data penelitian ini diperoleh dengan menyebarkan kuesioner kepada 150responden yang pernah membeli produk Hoka Hoka Bento dalam 3 bulan terakhir diwilayah Jakarta dengan menggunakan tehnik purposive sampling. Alat analisis yangdigunakan dalam penelitian ini adalah structural equation model (SEM), diprosesdengan AMOS.Hasil penelitian menunjukkan, bahwa spokes-character berpengaruh terhadapbrand awareness dan perceived quality; brand awareness dan perceived qualityberpengaruh terhadap brand loyalty. Disarankan bagi peneliti selanjutnya untukmenambahkan jumlah sample, tidak hanya berfokus pada sample di wilayah Jakarta,dan meneliti perusahaan fast food selain Hoka Hoka Be

T The purpose of this research is to analyze the impact of spokes-character thatconsists of three dimensions which are likeability, expertise, relevance, towardsbrand equity towards the consumers of Hoka Hoka Bento Restaurant and the researchobject is the icon of Hoka Hoka Bento, which is Taro and Hanako.The data of this research is obtained by distributing questionnaires to 150respondents who have bought the product of Hoka-Hoka Bento in the last threemonths in Jakarta Region using the purposive sampling technique. This research usesthe structural equation model (SEM) as an analysis tool which is processed byutilizing AMOS.The result of this research shows that spokes-character influence the brandawareness and perceived quality; brand awareness and perceived quality have animpact on brand loyalty. It is recommended for the next researcher to add thenumbers of sample, to focus not only on samples in Jakarta, and to observe other fastfood companies other than Hoka Hoka Bento.