Konsekuensi brand involvement
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022142031
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Fatik Rahayu
Subyek : Brand name products
Kata Kunci : brand involvement, brand decision involvement, brand satisfaction, brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022142031_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022142031_Bab-1.pdf | ||
| 3. | 2019_TA_MJ_022142031_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022142031_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022142031_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022142031_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022142031_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022142031_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis Konsekuensi dari Brand Invovement. Sampel yang digunakan dalam penlitian ini sebanyak 160 responden dengan menggunakan metode penarikan sampel purposive sampling. Sampel yang digunakan dalam penelitian ini adalah pelanggan kedai kopi Starbuck. Pengujian hipotesis dilakukan dengan metode structural equation model (SEM) dengan menggunakan program Analysis of Moment Structure (AMOS). Hasil dari penelitian ini menunjukkan terdapat pengaruh positif Brand Involvement terhadap Brand Decision Involvement, terdapat pengaruh positif Brand Involvement terhadap Brand Satisfaction. Selain itu tidak terdapat pengaruh positif Brand Involvement terhadap Brand Loyalty dan terdapat pengaruh positif Brand Decision Involvement terhadap Brand Satisfaction. Dan yang terkhir terdapat pengaruh positif Brand Decision Involvement terhadap Brand Loyalty dan tidak terdapat pengaruh positif Brand Satisfaction terhadap Brand Loyalty. Untuk penelitian selanjutnya dapat juga menambahkan dan menganalisis anteseden dari brand involvement.
T his study aims to test and analyze the consequences of Brand Invovement. The sample used in this study was 200 respondents using purposive sampling method. The sample used in this study was the customers of Starbuck coffee shop. Hypothesis testing is done by the structural equation model (SEM) method using the Analysis of Moment Structure (AMOS) program. The results of this study indicate that there is a positive influence of Brand Involvement on Brand Decision Involvement, there is a positive influence of Brand Involvement on Brand Satisfaction. In addition there is no positive effect of Brand Involvement on Brand Loyalty and there is a positive influence of Brand Decision Involvement on Brand Satisfaction.And the last is the positive influence of Brand Decision Involvement on Brand Loyalty and there is no positive effect of Brand Satisfaction on Brand Loyalty. For further research, it can also add and analyze the antecedents of brand involvement.
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