Anteseden dari passionate brand love
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022101111
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Ayu Ekasari
Subyek : Brand - Brand love;Marketing management
Kata Kunci : hedonic value, utilitarian value, social self, inner self, brand love
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022101111_Halaman-Judul.pdf | ||
| 2. | 2017_TA_MJ_022101111_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022101111_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022101111_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022101111_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022101111_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022101111_Daftar-pustaka.pdf | ||
| 8. | 2017_TA_MJ_022101111_Lampiran.pdf |
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P enelitian ini bertujuan untuk menganalisis pengaruh dari utilitarian value danhedonic value terhadap passionate brand love yang dimediasi oleh inner self dansocial self. Penelitian ini merupakan uji hipotesis, dengan rentang waktupengumpulan data cross sectional dan obyek penelitian merupakan individu yaitupenggunan smartphone Samsung. Tekhnik sampling yang digunakan adalahpurposive sampling dan Structural Equation Modelling (SEM) digunakan sebagaitekhnik analisis data. Hasil dari penelltian menunjukan bahwa Terdapat pengaruhyang positif dan signifikan dari Inner self dan social self serta utilitarian valueterhadap brand love. Sementara itu dari hasil uji mediasi , social self dapatmemediasi pengaruh dari utilitarian value terhadap passionate brand love inner selfdan social self tidak dapat memediasi pengaruh dari hedonic value terhadap brandlove dan inner self tidak dapat memediasi pengaruh dari utilitarian value terhadapbrand love
T his study aimed to analyze the influence of utilitarian value and hedonic value on brand love that is mediated by the inner self and the social self. This study ishypothesis testing, with cross sectional data collection and research object is theindividual that is the user of Samsung smartphones. Sampling technique used waspurposive sampling and Structural Equation Modeling (SEM) was used as a dataanalysis technique. Results of the test shows that are positive and significantinfluence from Inner self , social self and utilitarian value on brand love . While thetest results of mediation, social self can mediate the influence of utilitarian value onbrand love. The result of analysis also revealed inner self and social self can notmediate the effect of hedonic value of the brand love and inner self can not mediatethe influence of utilitarian value on brand love
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