Antecedent dari brand reputation

DETAIL KOLEKSI

Antecedent dari brand reputation

Oleh : Dwiky Adie

Info Katalog

Nomor Panggil : 2017_TA_MJ_022120006

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Ayu Ekasari

Subyek : Food and service quality;Marketing management

Kata Kunci : food and service quality, brand affect, self congruence, brand awareness, brand association.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2017_TA_MJ_022120006_Halalman-judul.pdf	17
2.	2017_TA_MJ_022120006_Bab-1.pdf	8
3.	2017_TA_MJ_022120006_Bab-2..pdf
4.	2017_TA_MJ_022120006_Bab-3..pdf
5.	2017_TA_MJ_022120006_Bab-4..pdf
6.	2017_TA_MJ_022120006_Bab-5..pdf
7.	2017_TA_MJ_022120006_Daftar-pustaka.docx.pdf	3
8.	2017_TA_MJ_022120006_Lampiran..pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisis Food and Service Quality,Brand Affect, Self Congruence, Brand Awareness, Brand Association yangmempengaruhi Brand Trust terhadap Brand Reputation pada konsumen restoran cepat saji KFC (Kentucky Fried Chicken). Sampel yang digunakan dalam penelitian ini berjumlah 170 responden dan dikumpulkan dengan metode purposive sampling .Pengujian ini dilakukan dengan model Stuctural Equation Modeling (SEM). Hasil dari peneltian ini adalah (1) Food and Service Quality, Brand Affect, dan Brand Association memiliki pengaruh positif terhadap Brand Reputation, (2) Self Congruence dan Brand Awareness tidak memiliki pengaruh terhadap Brand Reputation, dan (3) Brand Reputation memiliki pengaruh positif terhadap Brand Trust.

T The object of this study is to examine and analyze the effect of Food and Service Quality, Brand Affect, Self Congruence, Brand Awareness, Brand Association to Brand Trust toward Brand Reputation of KFCâ€™s consumers. The samples being used in this study is 170 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structural Equation Modeling (SEM) analysis method. The finding of this study are: (1) Food and Service Quality, Brand Affect, and Brand Association has positive effect toward Brand Reputation, (2) Self Congruence and Brand Awareness has no effect toward Brand Reputation, and (3) Brand Reputation has positive effect toward Brand Trust.