Antecedents positive word of mouth pada produk kosmetik remaja
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022131067
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Ganawati
Subyek : Value congruity;Marketing management
Kata Kunci : value congruity, brand image, brand love, brand commitment, positive word of mouth
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2018_TA_MJ_022131067_Halaman-Judul.pdf | ||
| 2. | 2018_TA_MJ_022131067_Bab-1.pdf | -1 | |
| 3. | 2018_TA_MJ_022131067_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022131067_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022131067_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022131067_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022131067_Daftar-Pustaka.pdf | ||
| 8. | 2018_TA_MJ_022131067_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh Value Congruity,Brand Image, Brand Love, Brand Commitment, terhadap Positive Word Of Mouth konsumen yang telah menggunakan kosmetik Maybelline minimal 6 bulan pemakaian. Sampel yang digunakan dalam penelitian ini berjumlah 345 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Value Congruity berpengaruh positif terhadap Brand Commitment, (2) Brand Image tidak berpengaruh positif terhadap Brand Commitment, (3) Brand Love berpengaruh positif terhadap Brand Commitment, (4) Brand Love berpengaruh positif terhadap Positive Word Of Mouth, (5) Brand Commitment berpengaruh positif terhadap Positive Word Of Mouth.
T he objective of this study is to examine and analyze the effect of Value Congruity, Brand Image, Brand Love, Brand Commitmen, Positive Word Of from customers who have been using Maybelline Cosmetic for at least 6 months. . The samples being used in this study is 345 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structuctural Equation Model (SEM) analysis method. The findings of this study are: (1) Value Congruity has a positive effect toward Brand Commitment, (2) Brand Image has not a positive effect toward Brand Commitment, (3) Brand Love has a positive effect toward Brand Commitment,(4) Brand Love has a positive effect toward Positive Word of Mouth, (5) Brand Commitment has a positive effect toward Positive Word of Mouth.
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