Pengaruh brand credibility, brand image, brand familiarity terhadap brand attitude
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022142055
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Yolanda Masnita
Subyek : Marketing management - Brand credibility
Kata Kunci : brand image, brand familiarity and brand attitude.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022142055_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022142055_Bab-1.pdf | 8 | |
| 3. | 2019_TA_MJ_022142055_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022142055_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022142055_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022142055_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022142055_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022142055_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji Pengaruh Brand Credibility, Brand Image, Brand Familiarity terhadap Brand Attitude dalam konteks produk Brand Minimarket.Sampel yang digunukan dalam penelitian adalah sebanyak 190 responden, yaitu dimana kriteria responden untuk para pelanggan yang sudah mengetahui produk brand Minimarket dan pernah membeli atau menggunakan brand tersebut secara langsung. Analisis data dilakukan dengan menggunakan analisis Structural Equation Model (SEM).Hasil penelitian ini menunjukan bahwa : (1) Brand Credibility memiliki pengaruh positif terhadap Brand Attitude, (2) Brand Image memiliki pengaruh positif terhadap Brand Attitude, (3) Brand Familiarity memiliki pengaruh positif terhadap Brand Attitude.
T his study aims to examine the Effect of Brand Credibility, Brand Image, Brand Familiarity on Brand Attitude in the context of Brand Minimarket products.The sample used in the study was 190 respondents, which is where the criteria of respondents for customers who already know the product of the Minimarket brand and have bought or used the brand directly. Data analysis was carried out by using Structural Equation Model (SEM) analysis.The results of this study indicate that : (1) Brand Credibility has a positive influence on Brand Attitude, (2) Brand Image has a positive influence on Brand Attitude, (3) Brand Familiarity has a positive influence on Brand Attitude.
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