Anteseden dan konsekuensi dari perilaku brand orientation pada b2b
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2011
Pembimbing 1 : Arwini Sumardi
Subyek : Brand Orientation
Kata Kunci : business to business marketing, brand orientation
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2011_TA_MJ_022070216_7.pdf |
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| 2. | 2011_TA_MJ_022070216_6.pdf |
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| 3. | 2011_TA_MJ_022070216_5.pdf |
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| 4. | 2011_TA_MJ_022070216_4.pdf |
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| 5. | 2011_TA_MJ_022070216_3.pdf |
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| 6. | 2011_TA_MJ_022070216_2.pdf |
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| 7. | 2011_TA_MJ_022070216_1.pdf |
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P enelitian ini bertujuan untuk mengetahui Pengaruh yang ada didalam Brand Orientation seperti Nilai, Norma, Artefak, perilaku serta Market Performance(kinerja pasar) pada perusahaan Business to Business sector (B2B) di Jakarta. Data yang digunakan dalam penelitian ini adalah data primer. Data dikumpulkan langsung melalui penyebaran kuesioner kepada 180 responden di sembilan perusahaan yang bergerak di bidang bisnis untuk bisnis. Teknik pengambilan sample dalam penelitian ini dengan menggunakan purposive sampling. Uji instrumen data menggunakan validitas dan reliabilitas. Uji hipotesis menggunakan Structural Equation Modelling (SEM). Hasil pengujian hipotesa menunjukkan terdapat pengaruh positif dan signifikan antara Pengaruh yang ada didalam Brand Orientation seperti Nilai, Norma, Artefak, perilaku serta Market Performance(kinerja pasar) pada perusahaan Business to Business sector (B2B) di Jakarta.Bagi penelitian selanjutnya disarankan untuk menambah responden serta menambah jumlah perusahaan dan menambah variabel yang dipengaruhi oleh variabel - varilabel sebelumnya seperti Economic Performance.
T his study aims to determine the effect of which is in Brand Orientation as Values, Norm, Artifacts, Behavior and Market Performance in Business to Business sector companies (B2B) in Jakarta. Data used in this study are primary data. Data are collected directly by distributing questiollllaires to 180 respondents in the nine companies engaged in the business to business. Sampling technique in this study using purposive sampling Validity and reliability test are used. Test hypothesis using Structural Equation Modelling (SEM). The result showed that there is posttlve and significant effect in the Brand Orientation as Values, Norm, Artefacts, Behavior and Market Performance in Business to Business sector companies (B2B) for Jakarta. For future research is suggested to increase the respondents as well as increasing the number of firms and add variables that are influenced by variables previous as the Economic Performance.
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