Pengaruh after-sales service, brand credibility, brand loyalty terhadap brand equity dan willingness to purchase second-hand smartphone di Indonesia

DETAIL KOLEKSI

Pengaruh after-sales service, brand credibility, brand loyalty terhadap brand equity dan willingness to purchase second-hand smartphone di Indonesia

5.0

Oleh : Friska Diva Novelia

Info Katalog

Nomor Panggil : 022001801015

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Willy Arafah

Subyek : Brand loyalty;Customer satisfaction - Marketing

Kata Kunci : after-sales service, brand credibility, brand equity, brand loyalty, second-hand smartphone

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001801015_Halaman-Judul.pdf	11
2.	2022_TA_SMJ_022001801015_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022001801015_Bab-1-Pendahuluan.pdf	6
4.	2022_TA_SMJ_022001801015_Bab-2-Tinjauan-Pustaka.pdf	13
5.	2022_TA_SMJ_022001801015_Bab-3-Metode-Penelitian.pdf	13
6.	2022_TA_SMJ_022001801015_Bab-4-Analisis-dan-Pembahasan.pdf	13
7.	2022_TA_SMJ_022001801015_Bab-5-Kesimpulan.pdf	3
8.	2022_TA_SMJ_022001801015_Daftar-Pustaka.pdf	6
9.	2022_TA_SMJ_022001801015_Lampiran.pdf	21

Abstrak
Abstract

T Tujuan dari penelitian ini adalah untuk menguji pengaruh After-sales Service dalam mengembangkan Brand Credibility, Brand Loyalty terhadap Brand Equity dan Willingness to Purchase Second-hand Smartphone. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen yang pernah membeli atau menggunakan second-hand smartphone. Jumlah sampel sebanyak 222 responden dan teknik pengambilan sampel yang digunakan adalah purposive sampling. Alat analisis yang digunakan adalah structural equation model (SEM). Hasil penelitian menunjukkan bahwa After-sales Service merupakan factor kunci dalam mengembangkan Brand Credibility dan Brand Loyalty. Hasil juga mendukung pengaruh positif Brand Credibility dan Brand Loyalty terhadap Brand Equity dan Willingness to Purchase Second-hand Smartphone.

T This study aims to determine and analyse the impact of After-sales Service in developing Brand Credibility, Brand Loyalty to Brand Equity and Willingness to Purchase Second-hand Smartphone. The data was obtained by spreading questionnaires online to consumers who had bought or used a Second-hand Smartphone. The number of sample as many as 220 respondents and the sampling techniques used is purposive sampling. The analysis tool used is structural equation model (SEM). The research result showed that After-sales Services are a key factor in developing Brand Credibility and Brand Loyalty. Result are also in support of the positive Brand Credibility and Brand Loyalty on Brand Equity and Willingness to Purchase Second-hand Smartphone.