Antecendents of brand equity
Info Katalog
File Repositori
Nomor Panggil : 2016_TA_MJ_022090116
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2016
Pembimbing 1 : Hj. Arwini Sumardi
Subyek : Brand Image
Kata Kunci : Brand association, brand awareness, brand image, brand loyalty, brand equity.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2016_TA_MJ_-022090116-Halaman-Judul.pdf | ||
| 2. | 2016_TA_MJ_-022090116.-BAB-1.pdf | ||
| 3. | 2016_TA_MJ_-022090116.-BAB-2.pdf |
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| 4. | 2016_TA_MJ_-022090116.-BAB-3.pdf |
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| 5. | 2016_TA_MJ_-022090116.-BAB-4.pdf |
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| 6. | 2016_TA_MJ_-022090116.-BAB-5.pdf |
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| 7. | 2016_TA_MJ_-022090116-DAFTAR-PUSTAKA.pdf | ||
| 8. | 2016_TA_MJ_-022090116-LAMPIRAN.pdf |
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P enelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh positif dari brand association, brand awareness, brand image, terhadap brand equity, dan brand image terhadap brand equity melaluli brand loyalty. Penggunaan variabel tersebut berdasarkan hasil penelitian terdahulu. Data penelitian ini diperoleh dengan menyebarkan kuesioner kepada 150 orang responden. Penelitian ini menggunakan metode non-probability sampling dan tipe sampling yang digunakan adalah Purposive Sampling. Data Kuesioner diuji menggunakan alat analisis Structural Equation Model (SEM) yang dijalankan dengan mengoperasikan software Amos 6.0 for Windows. Hasil pengujian hipotesa menunjukkan adanya pengaruh positif dari brand association, brand awareness, brand image, terhadap brand equity, dan brand image terhadap brand equity melaluli brand loyalty.
T his study aims to analyze the positive influence of brand association, brand awareness, brand image, towards brand equity, and brand image towards brand equity through brand loyalty. The research data was obtained by distributing questionnaires to 150 respondents. This study used non-probability sampling methods and the type of sampling that used is Purposive sampling. Questionnaire data were tested using analysis of Structural Equation Model (SEM) which is executed by operating using the software Amos 6.0 for Windows. The result reveal that there are a positive influence of brand association, brand awareness, brand image, towards brand equity, and brand image towards brand equity through brand loyalty.
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