Anteseden dan konsekuensi dari brand engagement in self-concept
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022151175
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Willy Arafah
Subyek : Brand engagement in self-concept;Marketing management
Kata Kunci : brand engagement in self-concept , brand love, brand advocacy
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022151175_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022151175_Bab-1.pdf | 8 | |
| 3. | 2019_TA_MJ_022151175_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022151175_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022151175_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022151175_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022151175_Daftar-Pustaka.pdf | 5 | |
| 8. | 2019_TA_MJ_022151175_Lampiran.pdf |
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P enelitian ini menguji variabel anteseden dan konsekuensi dari brand engagement in self-concept (BESC). Brand engagement in self-concept (BESC) sebagai variabel mediasi, brand love sebagai variabel independen, dan brand advocacy sebagai variabel dependen. Sampel yang digunakan adalah kelompok millennials yang memiliki kriteria umur 19 – 28 tahun merupakan pelajar, sarjana, dan pasca sarjana. Pengumpulan datanya dilakukan dengan cara menyebarkan kusioner kepada 230 responden. Metode yang digunakan adalah non-probability sampling dengan menggunakan alat structural equation model (SEM) yang dijalankan oleh program AMOS 6.0. Hasil penelitian ini menunjukkan bahwa brand engagement in self-concept (BESC) mampu dijadikan variabel mediasi serta semua hipotesis didukung dan signifikan.
T his study examines the antecedent and consequences of brand engagement in self-concept (BESC). Brand engagement in self-concept (BESC) as a mediating variable, brand love as an independent variable, and brand advocacy as the dependent variable. The sample used in this research is a group of millennials who have the criteria of age 19-28 years that are students, scholars, and post-graduates. Data collection is done by distributing questionnaires to 230 respondents. The method used is a non-probability sampling using the structural equation model (SEM) software run by the AMOS 6.0 program. The results of this study indicate that brand management in self-concept (BESC) can be used as a mediating variable and all hypotheses are supported and significant.
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