Antesedens dari brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022151158
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Kurniawati
Subyek : Brand awareness;Marketing management;Brand personality
Kata Kunci : perceived quality, perceived value, brand personality, organizational association.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022151158_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022151158_Bab-1.pdf | ||
| 3. | 2019_TA_MJ_022151158_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022151158_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022151158_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022151158_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022151158_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022151158_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis Brand awareness,Perceived quality, Perceived value, Brand personality, Organizational association,Brand uniqueness terhadap Brand loyalty pada pelanggan merek pakaian. Jumlahresponden yang didapat yang sesuai dengan kriteria yaitu sebanyak 220 orang.Metode pengumpulan data menggunakan non-probalbility sampling.Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasilpenelitian ini adalah bahwa terdapat pengaruh positif Brand awareness terhadapBrand loyalty, Perceived quality berpengaruh positif Brand loyalty , Perceived valuetidak berpengaruh terhadap Brand loyalty,Brand personality berpengaruh positifterhadap brand loyalty, Organizational association berpengaruh positif terhadapbrand loyalty, Brand uniqueness berpengaruh positif terhadap Brand loyalty.
T his study aims to examine and analyze Brand awareness, Perceived quality,Perceived value, Brand personality, Organizational association, Brand uniquenesstowards Brand loyalty to clothing brand customers. The number of respondentsobtained is in accordance with the criteria as many as 220 people.The method of data collection uses non-probability sampling. Tests arecarried out using the Structural Equation Model (SEM) method. The results of thisstudy are that there is a positive effect of Brand awareness on Brand loyalty,Perceived quality positive influence Brand loyalty, Perceived value does not affectBrand loyalty, Brand personality has a positive effect on brand loyalty,Organizational association has a positive effect on Brand loyalty, Brand uniquenesshas a positive effect on Brand loyalty.
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