Pengaruh bank experience terhadap brand equity suatu tinjauan stimulus-organism-response framework
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022154015
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Kurniawati
Subyek : Marketing management - Customer satisfaction
Kata Kunci : bank experience, s-o-r pramework, pleasure, arousal, dominance, brand equity.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022.15.4015_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022.15.4015_Bab1.pdf | 12 | |
| 3. | 2019_TA_MJ_022.15.4015_Bab2.pdf | ||
| 4. | 2019_TA_MJ_022.15.4015_Bab3.pdf | ||
| 5. | 2019_TA_MJ_022.15.4015_Bab4.pdf | ||
| 6. | 2019_TA_MJ_022.15.4015_Bab5.pdf | ||
| 7. | 2019_TA_MJ_022.15.4015_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022.15.4015_Lampiran.pdf |
|
P enelitian ini bertujuan untuk menganalisis pengaruh bank experience,terhadap brand equity:suatu tinjauan stimulus-organism-response framework.Sampel yang digunakan dalam penelitian ini berjumlah 280 responden dan dikumpulkan dengan metode purposive sampling. Alat analisis data yang digunakan adalah Structural Equation Model (SEM) melalui program AMOS dan SPSS, sedangkan uji reliabilitas adalah Cronbach’s Alpha.Hasil penelitian ini menunjukkan bahwa bank experience berpengaruh positif terhadap pleasure, bank experience berpengaruh positif terhadap arousal, bank experience berpengaruh positif terhadap dominance, pleasure berpengaruh positif terhadap brand equity, dan arousal berpengaruh positif terhadap brand equity, dan dominance berpengaruh positif terhadap brand equity.Peneliti selanjutnya disarankan untuk menambahkan variabel Perceived Quality (Wang et al., 2017)
T he objective of the empirical study is to analyze the influence of bank experience on brand equity: a stimulus review of stimulus-organism-response framework.The samples being used in this study is 280 respondents. Data collection method being used by this study is purposive sampling. The data analysis tool that used was Structural Equation Model (SEM) via AMOS and SPSS program, while the reliability test was cronbach’s alpha.The results shows that bank experience has a positive effect on pleasure, bank experience has a positive effect on arousal, bank experience has a positive effect on dominance, pleasure has a positive effect on brand equity, arousal has a positive effect on brand equity, and dominance has a positive effect on brand equityFor future researchers is expected to add another variable that can affect Perceveid Quality (Wang et al., 2017).
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