Pengaruh brand innovativeness terhadap brand loyalty yang dimediasi oleh perceived quality
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022131011
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Arwini Sumardi
Subyek : Brand Innovativeness;Marketing management
Kata Kunci : brand Innovativeness, perceived quality, dan brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022131011_Halaman-Judul.pdf | 20 | |
| 2. | 2017_TA_MJ_022131011_Bab-1.pdf | 7 | |
| 3. | 2017_TA_MJ_022131011_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131011_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131011_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131011_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131011_Daftar-pustaka.pdf | 6 | |
| 8. | 2017_TA_MJ_022131011_Lampiran.pdf |
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P enelitian ini dimaksudkan untuk menganalisis factor-faktor dari brandinnovativeness, perceived quality, dan brand loyalty. Data diperoleh dari kuesioneryang disebarkan secara online kepada 197 responden pengguna smartphone dari duabrand yaitu Samsung dan Iphone. Teknik Pengambilan sampel yang dilakukanadalah non-Probability Sampling Technique. Penelitian ini menggunakan alatanalisis yaitu SEM (Structural Equation Modelling).Hasil Penelitian ini menunjukkan bahwa: 1) Brand innovativenessberpengaruh positif terhadap perceived quality, 2) Perceived quality berpengaruhpostif terhadap brand loyalty, 3) Brand innovativeness berpengaruh terhadap brandloyalty yang dimediasi perceived quality.
T he research aimed to analyze brand innovativeness, perceived quality, andbrand loyalty. The data obtained from questionnaires which have been shared bytypeform.com to 197 people who use smartphone like Samsung and Iphone. Thesampling technique is non-probability sampling. This research used analysistechnique is SEM (Structural Equation Modelling).This research results showed that: 1) brand innovativeness has positive effecton perceived quality, 2) perceived quality has positive effect on brand loyalty, 3)brand innovativeness has effect on brand loyalty, and mediated by perceived quality.
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