Anteseden ekuitas merek dan konsekuensinya

DETAIL KOLEKSI

Anteseden ekuitas merek dan konsekuensinya

Oleh : Bryan Adam Mahendra

Info Katalog

Nomor Panggil : 022001905005

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Hj. Arwini Sumardi

Subyek : Brand name products--Management;Marketing management

Kata Kunci : brand association, brand association, perceived quality, brand equity, dan repurchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001905005_Halaman-Judul.pdf	10
2.	2023_TA_SMJ_022001905005_Lembar-Pengesahan.pdf	5
3.	2023_TA_SMJ_022001905005_Bab-1-Pendahuluan.pdf	7
4.	2023_TA_SMJ_022001905005_Bab-2-Tinjauan-Pustaka.pdf	11
5.	2023_TA_SMJ_022001905005_Bab-3-Metode-Penelitian.pdf	16
6.	2023_TA_SMJ_022001905005_Bab-4-Hasil-dan-Pembahasan.pdf	13
7.	2023_TA_SMJ_022001905005_Bab-5-Kesimpulan.pdf	3
8.	2023_TA_SMJ_022001905005_Daftar-Pustaka.pdf	3
9.	2023_TA_SMJ_022001905005_Lampiran.pdf	17

Abstrak
Abstract

P enelitian ini bertujuan unuk mengatahui pengaruh Brand Awareness, Brand Association, Perceived Quality terhadap Brand Equity, dan pengaruh Brand Equity terhadap Purchase Intention. Responden pada penelitian ini berjumlah 150 responden dari pengguna layanan Asuransi dan metode pengambilan sampel pada pada penelitian ini adalah purposive sampling serta menggunakan motode analisis data statistic deskriptif (rata-rata) dan analisis Structural Equation Modeling (SEM). Pada penelitian ini diperoleh bahwa terdapat signifikan antara Brand Awareness

T his study aims to determine the influence of Brand Awareness, Brand Association, Perceived Quality on Brand Equity, and the influence of Brand Equity on Purchase Intention. The respondents in this study were 150 respondents from insurance service users and the sampling method in this study was purposive sampling and used the motto of descriptive statistical data analysis (average) and Structural Equation Modeling (SEM) analysis. In this study, it was found that there issignificant influence between Brand Awareness and Brand Equity, there is a significant influence between Brand Association and Brand Equity, there is a significant influence between Perceived Quality and Brand Equity, and there is a significant influence between Brand Equity and Purchase Intention. dengan Brand Equity, terdapat pengaruh signifikan antara Brand Association dengan Brand Equity, terdapat pengaruh signifikan antara Perceived Quality dengan Brand Equity, dan terdapat pengaruh signifikan antara Brand Equity dengan Purchase Intention.