Analisis advertising effort dan store image terhadap global brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 022002001108
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Yolanda Masnita Siagian
Subyek : Brand loyalty;Marketing - Management
Kata Kunci : advertising effort, store image, global brand awareness, global brand quality.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022002001108_Halaman-Judul.pdf | 13 | |
| 2. | 2024_TA_SMJ_022002001108_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2024_TA_SMJ_022002001108_Bab-1-Pendahuluan.pdf | 11 | |
| 4. | 2024_TA_SMJ_022002001108_Bab-2-Tinjaua-nPustaka.pdf | 20 |
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| 5. | 2024_TA_SMJ_022002001108_Bab-3-Metode-Penelitian.pdf | 15 |
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| 6. | 2024_TA_SMJ_022002001108_Bab-4-Analisis-dan-Pembahasan.pdf | 17 |
|
| 7. | 2024_TA_SMJ_022002001108_Bab-5-Kesimpulan.pdf | 6 | |
| 8. | 2024_TA_SMJ_022002001108_Daftar-Pustaka.pdf | 6 | |
| 9. | 2024_TA_SMJ_022002001108_Lampiran.pdf | 26 |
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P enelitian ini bertujuan untuk mengalisis pengaruh advertising effort dan store image terhadap global brand loyalty. Penelitian ini dilakukan menggunakan pendekatan kuantitatif dan metode survey dengan mengambil sampel dari penyebaran kuesioner ke masyarakat di Jakarta. Rancangan pada penelitian ini dilaksanakan melalui pengujian hipotesis (hypothesis testing). Pengumpulan data berlangsung secara cross-sectional. Data yang bersifat data primer dan dihimpun menggunakan kuesioner melalui google form yang diisi oleh 152 responden. Teknik pengolahan data yang digunakan yaitu pengujian instrumen seperti uji validitas dan reliabilitas, serta structural equation modelling (SEM) dan uji statistik deskriptif dengan menggunakan SPSS. Hasil penelitian menunjukan bahwa advertising effort dan store image berpengaruh terhadap global brand loyalty. Dari penelitian ini diharapkan dapat memberikan manfaat bagi perusahaan kedepannya untuk meningkatkan advertising effort, store image, dan global brand loyalty suatu produk.
T his research aims to analyze the influence of advertising effort and store image on global brand loyalty. The study employs a quantitative approach and survey method by distributing questionnaires to the public in Jakarta. The research design involves hypothesis testing, and data collection occurs cross-sectionally. Primary data is gathered through a questionnaire distributed via Google Forms, with 152 respondents participating. Data processing techniques include instrument testing such as validity and reliability tests, as well as structural equation modeling (SEM) and descriptive statistical tests using SPSS. The research findings indicate that advertising effort and store image significantly impact global brand loyalty. It is expected that this study will provide benefits for the company in the future to enhance the advertising effort, store image, and global brand loyalty of a product.
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