Konsekuensi dari keterlibatan konsumen pada Coffee Shop
Info Katalog
File Repositori
Nomor Panggil : 2016-TA-MJ-022120047
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2016
Pembimbing 1 : Fatik Rahayu
Subyek : Product Involvement
Kata Kunci : brand loyalty, price perception, word of mouth.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2016_TA_MJ_022120047-Halaman-Judul.pdf | 18 | |
| 2. | 2016_TA_MJ_022120047_Bab1.pdf1.pdf |
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| 3. | 2016_TA_MJ_022120047_Bab2.pdf1.pdf |
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| 4. | 2016_TA_MJ_022120047_Bab3.pdf1.pdf |
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| 5. | 2016_TA_MJ_022120047_Bab4.pdf1.pdf |
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| 6. | 2016_TA_MJ_022120047_Bab5.pdf1.pdf | 3 | |
| 7. | 2016_TA_MJ_022120047_Daftar-Pustaka.pdf1.pdf | 3 | |
| 8. | 2016_TA_MJ_022120047_Lampiran.pdf1.pdf |
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T ujuan dari penelitian ini adalah untuk menganalisa pengaruh product involvement terhadap brand loyalty dan price perception dan price perception terhadap brand loyalty dan brand loyalty terhadap word of mouth. Data diperoleh dengan cara menyebarkan kuisioner kepada responden yaitu 215 responden yang pernah mengunjungi coffee shop. Data yang digunakan adalah data cross-sectional dan menggunakan purposive sampling sebagai metode pegambilan sampel. Alat analisis yang digunakan adalah Structural Equation Modeling (SEM). Hasil pengujian hipotesa menunjukkan bahwa product involvement berpengaruh terhadap brand loyalty, price perception dan price perception berpengaruh positif terhadap brand loyalty dan brand loyalty berpengaruh positif terhadap word of mouth.
T he purpose of this study was to analyze the effect of product involvement on brand loyalty and price perception and price perception on brand loyalty and brand loyalty on word of mouth. Data obtained by distributing questionnaires to the respondents, 215 respondents who had visited the coffee shop. The data used is the cross-sectional data and using purposive sampling as a method pegambilan sample. The analysis tool used is Structural Equation Modeling (SEM). The test results showed that the product involvement hypothesis effect on brand loyalty, price perception and price perception positive effect on brand loyalty and brand loyalty positive influence on word of mouth.
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