Antesenden dari Ekuitas Merek

DETAIL KOLEKSI

Antesenden dari Ekuitas Merek

Oleh : Pranindianty Fitria Hadiwidjojo

Info Katalog

Nomor Panggil : 2016_TA_MJ_022120035

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Kurniawati

Subyek : Brand Authenticity

Kata Kunci : perceived quality, brand awareness, brand loyalty, brand equity, SEM.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2016_TA_MJ_022120035.Halaman-Judul.pdf	16
2.	2016_TA_MJ_022120035.-BAB-1.pdf	6
3.	2016_TA_MJ_022120035.BAB-2.pdf
4.	2016_TA_MJ_022120035.BAB-3.pdf
5.	2016_TA_MJ_022120035.-BAB-4.pdf
6.	2016_TA_MJ_022120035.BAB-5.pdf
7.	2016_TA_MJ_022120035-DAFTAR-PUSTAKA.pdf	6
8.	2016_TA_MJ_022120035-LAMPIRAN.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh perceived quality dan brand awareness terhadap brand loyalty dan overall brand equity pada produk minuman teh dalam kemasan. Brand loyalty berperan sebagai variabel mediasi. Sampel yang digunakan dalam penelitian ini berjumlah 210 responden dan dikumpulkan dengan metode purposive sampling kepada seluruh reponden yang sudah mengkonsumsi minuman teh dalam kemasan. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) perceived quality berpengaruh positif terhadap brand loyalty, (2) brand awareness tidak memiliki pengaruh positif terhadap brand loyalty, (3) brand loyalty berpengaruh positif terhadap overall brand equity. Dapat disimpulkan bahwa persepsi kualitas mempengaruhi loyalitas merek yang berpengaruh terhadap ekuitas merek secara keseluruhan.

T he objective of this study is to examine and analyze the effect of perceived quality and brand awareness towards brand loyalty and overall brand equity of ready to drink tea. Brand loyalty act as mediating variable in this study. The samples being used in this study is 210 respondents. The data collection method being used by this study is purposive sampling to all respondents that have already consumed ready to drink tea. The testing is conducted by using Structural Equation Model (SEM) analysis method. The findings of this study are: (1) perceived quality have direct positive effect toward brand loyalty, (2) brand awareness have no direct positive effect toward brand loyalty, (3) brand loyalty have direct positive effect toward overall brand equity. The conclusion is perceived quality affecting the brand loyalty that effect on overall brand equity.