Antecedents of brand switching behavior smartphone xiaomi
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022100002
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Gunawati
Subyek : Marketing management - Brand equity
Kata Kunci : product consuption values, retail service relational benefits, brand commitment, brand switching beh
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022100002_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022100002_Bab-1.pdf | 10 | |
| 3. | 2019_TA_MJ_022100002_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022100002_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022100002_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022100002_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022100002_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022100002_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh ProductConsumption Values, retail Service Relational Benefits terhadap BrandCommitment dan Brand Commitment terhadap Brand Switching Behaviorkonsumen yang telah berkunjung minimal 1 kali dalam 6 bulan terakhir ke MiStore dan melakukan pembelian smartphone Xiaomi di Mi Store. Sampel yangdigunakan dalam penelitian ini berjumlah 150 responden dan dikumpulkandengan metode non probability dengan teknik purposive sampling. Pengujiandilakukan dengan menggunakan alat Structural Equation Model (SEM) yangdijalankan dengan program AMOS. Hasil dari penelitian ini adalah (1) ProductConsumption Values memiliki pengaruh terhadap Brand Commitment, (2) RetailServices Relational Benefits memiliki pengaruh terhadap Brand Commitment, (3)Brand Commitment memiliki pengaruh terhadap Brand Switching Behavior.
T his study examines and analyze the influence of Product Consumption Values,retail Service Relational Benefits on Brand Commitment and Brand Commitmenton Brand Switching Behavior from consumers who have visited at least 1 time inthe past 6 months to Mi Store and made a purchase of Xiaomi smartphones at theMi Store. The sample used in this research amounted to 150 respondents andcollected by non-probability methods with purposive sampling technique. Thetesting is conducted by using Structural Equation Model (SEM) tool run by theAMOS program. The results of this study are (1) Product Consumption Valueshas an influence on Brand Commitment, (2) Retail Services Relational Benefitshas an influence on Brand Commitment, (3) Brand Commitment has an influenceon Brand Switching Behavior.
Pengaruh kebijakan CSR terhadap brand image, word of mouth dan brand commitment melalui brand trust
FEB - Usakti
Pengaruh brand image, brand love dan brand commitment terhadap positive wom pada online shopping
FEB - Usakti
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