Anteseden dan konsekuensi dari brand equity
Info Katalog
File Repositori
Nomor Panggil : 022160002
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2020
Pembimbing 1 : Gunawati
Subyek : Marketing - Management;Brand name products
Kata Kunci : perceived quality, brand recall, perceived value, brand equity, premium price, purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2020_TA_MJ_022160002_Halaman-Judul.pdf | 18 | |
| 2. | 2020_TA_MJ_022160002_Bab-1.pdf | 9 | |
| 3. | 2020_TA_MJ_022160002_Bab-2.pdf |
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| 4. | 2020_TA_MJ_022160002_Bab-3.pdf |
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| 5. | 2020_TA_MJ_022160002_Bab-4.pdf |
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| 6. | 2020_TA_MJ_022160002_Bab-5.pdf |
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| 7. | 2020_TA_MJ_022160002_Daftar-Pustaka.pdf | ||
| 8. | 2020_TA_MJ_022160002_Lampiran.pdf |
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P enelitian ini bertujuan untuk meneliti pengaruh perceived quality terhadapbrand equity, brand recall terhadap brand equity, perceived value terhadap brandequity, brand equity terhadap premium price, dan brand equity terhadap purchaseintention. Data yang digunakan dalam penelitian ini adalah data primer. Datadikumpulkan langsung melalui penyebaran kuesioner 110 responden. Metodepengumpulan sampel yang digunakan dalam penelitian ini dengan teknik purposivesampling. Uji instrument menggunakan uji validitas dan uji reliabilitas.Alat analisis yang digunakan dalampenelitian ini adalah menggunakan StructuralEquation Model (SEM). Hasil analisis menunjukkan bahwa perceived qualityberpengaruh positif terhadap brand equity, brand recall berpengeruh positif terhadapbrand equity, perceived value berpengaruh positif terhadap brand equity, brandequity berpengaruh positif terhadap premium price, dan brand equity berpengaruhpositif terhadap purchase intention.
T his study aims to examine the effect of perceived quality on brand equity, brandrecall on brand equity, perceived value on brand equity, brand equity on premiumprice, and brand equity on purchase intention. The data used in this study are primarydata. Data was collected directly throught questionnaires on 110 respondents. Thesample collection method used in this study was purposive sampling technique. Theinstrument test uses a validity test and a reliability test.The analytical tool used in this research is to use the Structural Equation Model(SEM). The analysis showed that perceived quality has a positive effect on brandequity, brand recall has a positive effect on brand equity, perceived value has apositive effect on brand equity, brand equity has a positive effect on premium price,and brand equity has a positive effect on purchase intention.
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