Anteseden dan konsekuensi dari brand loyalty

DETAIL KOLEKSI

Anteseden dan konsekuensi dari brand loyalty

5.0

Oleh : Denia Justiana

Info Katalog

Nomor Panggil : 2017_TA_MJ_022100029

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Asep Hermawan

Subyek : Overall brand equity;Hospitality management

Kata Kunci : green image, perceived quality, brand awareness, brand loyalty, overall brand equity

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2017_TA_MJ_022100029_Halaman-Judul.pdf	17
2.	2017_TA_MJ_022100029_Bab-1.pdf	10
3.	2017_TA_MJ_022100029_Bab-2.pdf
4.	2017_TA_MJ_022100029_Bab-3.pdf
5.	2017_TA_MJ_022100029_Bab-4.pdf
6.	2017_TA_MJ_022100029_Bab-5.pdf
7.	2017_TA_MJ_022100029_Daftar-Pustaka.pdf	4
8.	2017_TA_MJ_022100029_Lampiran.pdf

Abstrak
Abstract

P enelitian ini dilakukan untuk mengetahui pengaruh dari Green Image, Perceived Quality, dan Brand Awareness terhadap Overall Brand Equity melalui Brand Loyalty pada produk ramah lingkungan The Body Shop. Data yang digunakan dalam penelitian ini adalah data primer. Data dikumpulkan langsung melalui penyebaran kuesioner kepada 155 responden. Prosedur pengambilan sampel menggunakan non-probability sampling. Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling. Uji instrument data menggunakan uji validitas dan uji reliabilitas. Uji hipotesis dalam penelitian ini menggunakan Structure Equation Model (SEM).Hasil pengujian hipotesis menunjukan bahwa terdapat pengaruh positif Green Image terhadap Brand Loyalty, Perceived Quality terhadap Brand Loyalty, Brand Awareness terhadap Brand Loyalty, dan Brand Loyalty terhadap Overall Brand Equity.

T his research aim to test the influence of Green Image, Perceived Quality, and Brand Awareness to Overall Brand Equity through Brand Loyalty on the green product The Body Shop. This research data is the primary data. Data were collected directly through questionnaires distribution to 155 respondents. The sampling procedure uses non-probability sampling. Sampling technique in this research use purposive sampling. Test instrument data using test validity and reliability test. Hypothesis test in this research using Structure Equation Model (SEM).The result of hypothesis testing shows that there is positive influence of Green Image to Brand Loyalty, Perceived Quality to Brand Loyalty, Brand Awareness to Brand Loyalty, and Brand Loyalty to Overall Brand Equity.