Faktor - faktor yang mempengaruhi brand loyalty pada fast fashion
Info Katalog
File Repositori
Nomor Panggil : 022161032
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2020
Pembimbing 1 : Ayu Ekasari
Subyek : Marketing - Management;Brand name products
Kata Kunci : brand awareness, perceived quality, perceived value, brand personality, organizational association,
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2020_TA_MJ_022161032_Halaman-Judul.pdf | 17 | |
| 2. | 2020_TA_MJ_022161032_Bab-1.pdf | 7 | |
| 3. | 2020_TA_MJ_022161032_Bab-2.pdf |
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| 4. | 2020_TA_MJ_022161032_Bab-3.pdf |
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| 5. | 2020_TA_MJ_022161032_Bab-4.pdf |
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| 6. | 2020_TA_MJ_022161032_Bab-5.pdf |
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| 7. | 2020_TA_MJ_022161032_Daftar-Pustaka.pdf | 6 | |
| 8. | 2020_TA_MJ_022161032_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis Brand awareness, Perceived quality, Perceived value, Brand personality, Organizational association, Brand uniqueness terhadap Brand loyalty pada Fast fashion. Sampel yang digunakan dalam penelitian ini sebanyak 220 responden dengan menggunakan metode penarikan sampel purposive sampling. Sampel yang digunakan pada penelitian ini adalah konsumen yang pernah membeli dan menggunakan merek fast fashion. Pengujian hipotesis pada penelitian ini menggunakan metode Structural Equation Model atau (SEM) dengan bantuan software AMOS. Hasil dari penelitian ini adalah terdapat pengaruh positif Brand Awareness, Perceived Quality dan Brand Uniqueness terhadap Brand Loyalty.
T his study aims to examine and analyze Brand Awareness, Perceived Quality, Perceived Value, Brand Personality, Organizational Association, Brand Uniqueness, towards Brand Loyalty to brand fast fashion. The sample used in this study were 220 respondents using purposive sampling method. The sample used in this study is consumers who have bought and used fast fashion brand. Testing the hypothesis in this study uses the Structural Equation Model (SEM) method with the help of AMOS software.The result of this study are that there is a positive effect of Brand Awareness, Perceived Quality and Brand Uniqueness on Brand Loyalty.
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