Pengaruh kepribadian merek terhadap kepercayaan merek, keterikatan merek, komitmen merek dan loyalitas merek
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2012
Pembimbing 1 : Kurniawati
Subyek : Brands - Loyalty
Kata Kunci : brand personality, trust in the brand, attachment to the brand, commitment to the brand, and loyalt
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2012_TA_MJ_022070217_7.pdf |
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| 2. | 2012_TA_MJ_022070217_6.pdf |
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| 3. | 2012_TA_MJ_022070217_4.pdf |
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| 4. | 2012_TA_MJ_022070217_5.pdf |
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| 5. | 2012_TA_MJ_022070217_3.pdf |
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| 6. | 2012_TA_MJ_022070217_2.pdf |
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| 7. | 2012_TA_MJ_022070217_1.pdf |
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P Penelitian ini mengacu pada penelitian yang dilakukan oleh Didier Louis dan Cindy Lombart (2010), yaitu menguji pengaruh kepribadian merek terhadap kepercayaan merek, keterikatan merek, komitmen merek dan loyalitas merek. Rancangan penelitian yang digunakan dalam penelitian ini adalah Hypothesis testing. Metode pengumpulan data dengan menggunakan alat bantu kuesioner. Responden yang dipilih adalah konsumen merek X di Universitas Trisakti dengan jumlah sampel sebanyak 120 responden. Untuk menganalisis pengaruh lima variabel digunakan uji instrument yang terdiri dari uji validitas dan uji reliabilitas. Selain itu juga digunakan uji hipotesis dengan metode Structural Equation Modelling (SEM). Hasil penelitian menunjukan adanya lima pengaruh antara kepribadian merek terhadap kepercayaan merek, keterikatan merek, komitmen merek dan loyalitas merek.
T This research refer to research done before by Didier Louis and Cindy Lombart (2010), that is testing impact of brand personality on four major relational consequences ( trust, attachment, commitment and loyalty to the brand. Research design being applied in this research is hypothesis testing. Data collecting method is using questionnaire. Respondents being selected are consumer brand X at Trisakti University with number of samples 120 respondents. To analyze the influence of five variables is applied instrument test being consisted of by validity test and reliability test. Besides is also using hypothesis test with Structural Equation Modelling (SEM). Result of research showed five are influences between brand personality, trust in the brand, attachment to the brand, commitment to the brand and loyalty to the brand.
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