Anteseden dan konsekuensi brand
Info Katalog
File Repositori
Nomor Panggil : 022001801169
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Yolanda Masnita S
Subyek : Brand name products - Marketing;Marketing - Management
Kata Kunci : brand hedonism, brand addiction, materialism, irritability, compulsive buying behavior, brand exclus
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2022_TA_SMJ_022001801169_Halaman-Judul.pdf | ||
| 2. | 2022_TA_SMJ_022001801169_Lembar-Pengesahan.pdf | ||
| 3. | 2022_TA_SMJ_022001801169_Bab-1-Pendahuluan.pdf | 10 | |
| 4. | 2022_TA_SMJ_022001801169_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2022_TA_SMJ_022001801169_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2022_TA_SMJ_022001801169_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001801169_Bab-5-Simpulan,-Implikasi,-Keterbatasan,-dan-Saran.pdf |
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| 8. | 2022_TA_SMJ_022001801169_Daftar-Pustaka.pdf | ||
| 9. | 2022_TA_SMJ_022001801169_Lampiran.pdf |
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P enelitian ini bertujuan untuk menganalisis pengaruh brand hedonism terhadap brand addiction merek sportswear internasional pada generasi milenial yang dimediasi oleh materialism, serta menganalisis pengaruh brand addiction terhadap irritability, compulsive buying behavior, dan brand exclusiveness. Data yang digunakan merupakan data primer yang didapat dari penyebaran kuesioner secara online. Data sampel dikumpulkan dengan menggunakan metode purposive sampling dan didapat sebanyak 203 responden yang sesuai dengan kriteria sampel yang diinginkan. Alat analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model Penelitian ini bertujuan untuk menganalisis pengaruh brand hedonism terhadap brand addiction merek sportswear internasional pada generasi milenial yang dimediasi oleh materialism, serta menganalisis pengaruh brand addiction terhadap irritability, compulsive buying behavior, dan brand exclusiveness. Data yang digunakan merupakan data primer yang didapat dari penyebaran kuesioner secara online. Data sampel dikumpulkan dengan menggunakan metode purposive sampling dan didapat sebanyak 203 responden yang sesuai dengan kriteria sampel yang diinginkan. Alat analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model
s tudy aims to analyze the effect of brand hedonism on brand addiction of international sportswear brands in the millennial generation consumer mediated by materialism, and analyze the effect of brand addiction on irritability, compulsive buying behavior, and brand exclusiveness. The data used are primary data obtained from online questionnaires. Sample data were collected using purposive sampling method and 203 respondents were obtained according to the desired sample criteria. The data analysis tool used in this research is the Structural Equation Model (SEM). For validity testing, based on factor loading value and reliability based on the Cronbach's Alpha value. The results showed, from seven hypotheses proposed, there were six supported hypotheses, there are brand hedonism has a positive effect on materialism, materialism has a positive effect on brand addiction, brand addiction has a positive effect on irritability, brand addiction has a positive effect on compulsive buying behavior, brand addiction has a positive effect on brand exclusiveness, and materialism mediates the effect of brand hedonism on brand addiction. Meanwhile, one hypothesis that is not supported, there is no positive influence of brand hedonism on brand addiction.
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