Peran brad authenticity terhadap peningkatan perceived value, brand trust, dan revisit intenton
Info Katalog
File Repositori
Nomor Panggil : 022140012
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2021
Pembimbing 1 : Aekram Faisal
Subyek : Brand name products - Management
Kata Kunci : Brand authenticity, perceived value, brand trust, revisit intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2021_TA_SMJ_022140012_Halaman-Judul.pdf | ||
| 2. | 2021_TA_SMJ_022140012_Lembar-Pengesahan.pdf | ||
| 3. | 2021_TA_SMJ_022140012_Bab-1_Pendahuluan.pdf | ||
| 4. | 2021_TA_SMJ_022140012_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2021_TA_SMJ_022140012_Bab-3_Metode-Penelitian.pdf |
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| 6. | 2021_TA_SMJ_022140012_Bab-4_Analisis-dan-Pembahasan.pdf |
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| 7. | 2021_TA_SMJ_022140012_Bab-5_Kesimpulan.pdf |
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| 8. | 2021_TA_SMJ_022140012_Daftar-Pustaka.pdf | 4 | |
| 9. | 2021_TA_SMJ_022140012_Lampiran.pdf |
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P enelitian ini bertujuan untuk menyelidiki persepsi konsumen tentang keaslian merek (BA), nilai yang dirasakan (PV) kepercayaan merek (BT) dan mengunjungi kembali (RI) ke dalam konteks restoran Lawless Burgerbar. Tujuan dari makalah ini adalah untuk menguji hubungan statistik antara konstruksi ini serta tiga anteseden BA: individualitas, konsistensi dan kontinuitas. 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 menunjukan bahwa brand individuality, brand consistency,dan brand continuity berpengaruh positif terhadap brand authenticity, dan brand authenticity berpengaruh positif terhadap perceived value, brand trust, dan revisit intention. Implikasi manajerial dalam penelitian ini tetap menunjukan keaslian merek dari restoran Lawless Burgerbar dan mempertahankan kekhasan atau keunikan yang dimiliki.
T his study aims to investigate consumer perceptions of brand authenticity (BA), perceived value (PV) of brand trust (BT) and revisiting (RI) into the context of the Lawless Burgerbar restaurant. The aim of this paper is to examine statistical relationships between these constructs as well as the three antecedents of BA: individuality, consistency and continuity. The data analysis tool used was structural equation modeling (SEM) through the AMOS and SPSS programs, while the reliability test was Cronbach's Alpha. The results of this study indicate that brand individuality, brand consistency, and brand continuity have a positive effect on brand authenticity, and brand authenticity has a positive effect on perceived value, brand trust, and revisit intention. The managerial implications in this study still show the authenticity of the Lawless Burgerbar restaurant brand and maintain its uniqueness or uniqueness.
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