Anteseden dan konsekuensi dari brand equity
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022121038
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Luki Adiati Pratomo
Subyek : Brand loyalty;Marketing management
Kata Kunci : brand loyalty, perceived quality, brand awareness, brand association, brand equity, customer satisfa
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2018_TA_MJ_022121038_Halaman-Judul.pdf | ||
| 2. | 2018_TA_MJ_022121038_Bab-1.pdf | ||
| 3. | 2018_TA_MJ_022121038_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022121038_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022121038_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022121038_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022121038_Daftar-Pustaka.pdf | ||
| 8. | 2018_TA_MJ_022121038_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh anteseden terhadap brand equity. Sampel yang digunakan dalam penelitian ini berjumlah 300 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) tidak terdapat pengaruh positif brand loyalty terhadap brand equity, (2) terdapat pengaruh positif perceived quality terhadap brand equity, (3) tidak terdapat pengaruh positif brand awareness terhadap brand equity, (4) terdapat pengaruh positif brand association terhadap brand equity dan (5) terdapat pengaruh positif brand equity terhadap customer satisfaction.
T his study objective aims to analyze the influence of antecedents on brand equity. The sample used in this study amounted to 300 respondents and collected by purposive sampling method. This study using Structural Equation Model (SEM) method for the test. The result of this research are (1) there is no positive influence of brand loyalty on brand equity, (2) there is positive influence of perceived quality on brand equity, (3) there is no positive effect of brand awareness on brand equity, (4) there is positive influence of brand association on brand equity and (5) there is positive influence of brand equity on customer satisfaction.
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