Antecedents dan consequences terhadap brand love
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022130001
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Dyah Astarini
Subyek : Brand love - Marketing management
Kata Kunci : brand love, brand engagement, confidence, overall attitude valence, word of mouth, purchase intentio
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022130001_Halaman-Judul.pdf | ||
| 2. | 2017_TA_MJ_022130001_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022130001_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022130001_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022130001_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022130001_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022130001_Daftar-Pustaka.pdf | ||
| 8. | 2017_TA_MJ_022130001_Lampiran.pdf |
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T Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Antecedents dan Consequences terhadap Brand Love. Penelitian ini menggunakan metode non-probability sampling dengan teknik porposive sampling atau judgemental sampling, dimana sampel yang diambil dalam penelitian ini adalah 149 responden yang mengkonsumsi air mineral dari merekAqua. Alat analisis data yang digunakan adalah Structural Equation Model (SEM) melaluiprogram AMOS.Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif Brand Engagement terhadap Brand Love, terdapat pengaruh positif Brand love terhadap Word of Mouth, terdapat pengaruh positif Brand Love terhadap Brand Loyalty, dan terdapat pengaruh negatif Confidence terhadap Brand Love, terdapat pengaruh negatif Overall Attitude Valence terhadap Brand Love.Peneliti yang akan datang diharapkan dapat menyebar kuesioner kepada lebih dari 149 respondenagar hasil penelitian dapat lebih digeneralisasi.
T The purpose of this study is to determine Antecedents and Consequences on Brand Love.This research using non-probability sampling method with porposive sampling or judgmental sampling technique, where the sample taken in this study is 149 respondents who to consume mineral water from Aqua. The data analysis tool that used was Structural Equation Model (SEM) via AMOS program.The results of this research show that there is a positive influence of Brand Engagement on Brand Love, there is a positive influence of Brand Love on Word of Mouth, there is a positiveinfluence of Brand Love on Purchase Intention, there is a positive influence of Brand Love onBrand Loyalty. And there is a negative influence of Confidence on Brand Love, there is a negative influence of Overall Attitude Valence on Brand Love. For future researchers are expected to spread questionnaires to more than 149 respondents so the results can be more generalized.
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