Pengaruh brand equity terhadap behavior intention pada pengguna aplikasi food delivery

DETAIL KOLEKSI

Pengaruh brand equity terhadap behavior intention pada pengguna aplikasi food delivery

Oleh : Ilham Wahyu Ensya Nugroho

Info Katalog

Nomor Panggil : 022001701179

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Iwan Ekawanto

Subyek : Brand name products - Marketing

Kata Kunci : economic exchange, social exchange, mutual interest, self-interest, brand equity, behavioral intenti

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001701179_Halaman-Judul.pdf	11
2.	2022_TA_SMJ_022001701179_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022001701179_Bab-1-Pendahuluan.pdf	4
4.	2022_TA_SMJ_022001701179_Bab-2-Tinjauan-Pustaka.pdf	22
5.	2022_TA_SMJ_022001701179_Bab-3-Metode-Penelitian.pdf	36
6.	2022_TA_SMJ_022001701179_Bab-4-Analisis-dan-Pembahasan.pdf	16
7.	2022_TA_SMJ_022001701179_Bab-5-Kesimpulan.pdf	6
8.	2022_TA_SMJ_022001701179_Daftar-Pustaka.pdf	6
9.	2022_TA_SMJ_022001701179_Halaman-Judul.pdf	12

Abstrak
Abstract

P enelitian ini bertujuan untuk mengetahui anteseden dan konsekuen brand equityberjudul Pengaruh Brand Equity terhadap Behavioral Intention pada PenggunaAplikasi Food Delivery. Data yang digunakan dalam penelitian ini adalah penggunaaplikasi food delivery Grabfood dan Gofood. Jumlah data yang diambil pada penelitianini terdapat 154 sampel data yang menggunakan aplikasi food delivery Grabfood danGofood selama enam bulan terakhir. Variabel independen dalam penelitian ini adalaheconomic exchange, social exchange, mutual interest, dan self-interest. Variabeldependennya adalah behavioral intention. Selain itu, variabel mediasi adalah brandequity. Dari hasil penelitian ini, terbukti terdapat pengaruh positif pada seluruhhipotesis. Terdapat pengaruh positif economic exchange terhadap brand equity,terdapat pengaruh positif social exchange terhadap brand equity, terdapat pengaruhpositif mutual interest terhadap brand equity, terdapat pengaruh positif mutual interestterhadap brand equity, dan terdapat pengaruh positif brand equity terhadap behavioralintention.

T his study aims to determine the antecedents and consequences of brand equityentitled The Effect of Brand Equity on Behavioral Intention to Food DeliveryApplication Users. The data used in this study are users of the Grabfood and Gofoodfood delivery applications. The amount of data taken in this study were 154 datasamples using the Grabfood and Gofood food delivery applications for the last sixmonths. The independent variables in this study are economic exchange, socialexchange, mutual interest, and self-interest. The dependent variable is behavioralintention. In addition, the mediating variable is brand equity. From the results of thisstudy, it is proven that there is a positive effect on all hypotheses. There is a positiveeffect of economic exchange on brand equity, there is a positive influence of socialexchange on brand equity, there is a positive influence of mutual interest on brandequity, there is a positive influence of mutual interest on brand equity, and there is apositive influence of brand equity on behavioral intention.