Anteseden dan konsekuensi dari brand authenticity
Info Katalog
File Repositori
Nomor Panggil : 022001805016
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Arnolt KristianPakpahan
Subyek : Product management - Marketing
Kata Kunci : brand individuality, brand consistency, brand continuity, brand authenticity, perceived value, brand
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001805016_Halaman-Judul.pdf | ||
| 2. | 2022_TA_SMJ_022001805016_Lembar-Pengesahan.pdf | ||
| 3. | 2022_TA_SMJ_022001805016_Bab-1-Pendahuluan.pdf | 6 | |
| 4. | 2022_TA_SMJ_022001805016_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2022_TA_SMJ_022001805016_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2022_TA_SMJ_022001805016_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001805016_Bab-5-Kesimpulan.pdf |
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| 8. | 2022_TA_SMJ_022001805016_Daftar-Pustaka.pdf | ||
| 9. | 2022_TA_SMJ_022001805016_Lampiran.pdf |
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P enelitian ini bertujuan untuk menganalisis pengaruh Brand Individuality, Brand Consistency, Brand Continuity melalui Brand Authenticity terhadap Perceived Value dan Brand Trust. Responden dalam penelitian ini berjumlah 120 responden dari pengguna Adidas dan metode pengambilan sampel pada penelitian ini adalah purposive sampling serta menggunakan metode analisa data statistik deskriptif (rata-rata) dan analisa Structural Equation Modeling (SEM). Pada penelitian ini diperoleh bahwa, tidak terdapat pengaruh positif antara Brand Individuality dengan Brand Authenticity, terdapat pengaruh positif antara Brand Consistency dengan Brand Authenticity, terdapat pengaruh positif antara Brand Continuity dengan Brand Authenticity, terdapat pengaruh positif antara Brand Authenticity dengan Perceived Value, dan terdapat pengaruh positif antara Brand Authenticity dengan Brand Trust.
T his study aims to analyze the effect of Brand Individuality, Brand Consistency, Brand Continuity through Brand Authenticity on Perceived Value and Brand Trust. Respondents in this study amounted to 120 respondents from Adidas users and the sampling method in this study was purposive sampling and used descriptive statistical data analysis methods (average) and Structural Equation Modeling (SEM) analysis.In this study it was found that there is no positive influence between Brand Individuality and Brand Authenticity, there is a positive influence between Brand Consistency and Brand Authenticity, there is a positive influence between Brand Continuity and Brand Authenticity, there is a positive influence between Brand Authenticity and Perceived Value, and there is a positive influence between Brand Authenticity and Brand Trust.
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