Anteseden dari brand citizenship behaviour
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022121134
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Ina Oktaviana Matusin
Subyek : Brand identification;Marketing management
Kata Kunci : brand identification, brand commitment, brand understanding, brand citizenship behavior
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2017_TA_MJ_022121134_Halaman-Judul.pdf | ||
| 2. | 2017_TA_MJ_022121134_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022121134_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022121134_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022121134_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022121134_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022121134_Daftar-Pustaka.pdf | ||
| 8. | 2017_TA_MJ_022121134_Lampiran.pdf |
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T ujuan dari penelitian ini adalah untuk menganalisis pengaruh brand commitment terhadap brand citizenship behaviour, pengaruh brand identification terhadap brand commitment, pengaruh brand identification terhadap brand citizenship behaviour, pengaruh brand understanding terhadap brand identification, pengaruh brand understanding terhadap brand commitment, dan pengaruh brand understanding terhadap brand citizenship behaviour.Data dikumpulkan dari 275 konsumen Transmart Carrefour di Jakarta sebagai responden. Teknik pengumpulan data yang digunakan adalah purposive sampling. Metode analisis data menggunakan model persamaan struktural melalui program AMOS versi 7.Hasil menjelaskan bahwa responden memiliki pernyataan cukup setuju terhadap brand understanding ditunjukkan dengan nilai statistik deskriptif sebesar 3,82, responden memiliki pernyataan cukup setuju terhadap brand identification ditunjukkan dengan nilai statistik deskriptif sebesar 3,79, dan responden memiliki pernyataan setuju terhadap brand commitment ditunjukkan dengan nilai statistik deskriptif sebesar 3,73, dan responden memiliki pernyataan setuju terhadap brand citizenship behaviour ditunjukkan dengan nilai statistik deskriptif sebesar 3,80.
T he purpose of this research was analyzed the effect of brand commitment towards brand citizenship behaviour, the effect of brand identification on brand commitment, the effect of brand identification on brand citizenship behaviour, the effect of brand understanding on brand identification, the effect of brand understanding on brand commitment, and the effect of brand understanding on brand citizenship behaviourData were collected from 240 consumers Transmart Carrefour in Jakarta as the respondents. The data collection technique used was purposive sampling. Methods of data analysis using structural equation modeling with AMOS program version 7.The results explain that the respondents have tend to agreed statement to brand understanding shown by descriptive statistical value of 3.82, the respondents have tend to agreed statement to on brand identification showed with descriptive statistic of 3.79, and the respondent has tend to agreed statement of brand commitment showed with descriptive statistics of 3.73,and the respondents have tend to agreed statement on brand citizenship behaviour showed with descriptive statistics of 3.80.
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FEB - Usakti
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