Anteseden dari ekuitas merek
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2012
Pembimbing 1 : Kurniawati
Subyek : Brand name products ;trademark ;commercial products - manufactures
Kata Kunci : attitude, brand equity, brand loyalty, brand association, perceived quality
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2012_TA_MJ_022060077_7.pdf |
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| 2. | 2012_TA_MJ_022060077_6.pdf |
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| 3. | 2012_TA_MJ_022060077_5.pdf |
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| 4. | 2012_TA_MJ_022060077_4.pdf |
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| 5. | 2012_TA_MJ_022060077_3.pdf |
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| 6. | 2012_TA_MJ_022060077_2.pdf |
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| 7. | 2012_TA_MJ_022060077_1.pdf |
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T ujuan penelitian ini adalah untuk menguji, kebutuhan akan keunikan, dan sikap terhadap ekuitas merek. Variabel yang diteliti dalam penelitian ini teridiri dari Kebutuhan akan keunikan, Sikap terhadap produk, Persepsi kualitas, Loyalitas merek, dan Asosiasi merek. Teknik pengambilan sampel non probability sampling dengan jumlah responden 160. hasil pengujian hipotesis pertama menunjukkan hasil terdapat pengaruh positif antara Need for Uniqueness terhadap Attitude toward product. Hasil pengujian hipotesis kedua menunjukkan terdapat pengaruh positif antara Attitude toward product terhadap Perceived quality. Hasil pengujian hipotesis ketiga menujukkan terdapat pengaruh positif antara Attitude toward product terhadap Brand Loyalty. Hasil pengujian hipoetsis keempat menunjukkan terdapat pengaruh positif antara Attitude toward product terhadap Brand association.
T he purpose of this study was to examine, need for uniqueness, and attitudes toward to brand equity. Variables examined in this study consisting of need for uniqueness, attitude toward the product, perception of quality, brand loyalty, and brand association. This study uses Non-probability sampling technique of sampling by the number of respondents 160. The first hypothesis test results showed there is a positive influence on the Need for Uniqueness of Attitude toward the product. The second hypothesis testing results indicate there is a positive influence on the Attitude toward Perceived quality product. The third hypothesis testing results showed there is a positive influence among Attitude toward product of Brand Loyalty. The test results indicate there is a fourth hipoetsis positive influence between Attitude toward Brand product of association.
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