Anteseden brand resonance pada ritel fashion
Info Katalog
File Repositori
Nomor Panggil : 022001806009
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Iwan Ekawanto
Subyek : Relationship marketing;Marketing -- Management
Kata Kunci : brand resonance, e-WOM, relationship marketing
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022001806009_Halaman-Judul.pdf | 10 | |
| 2. | 2024_TA_SMJ_022001806009_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2024_TA_SMJ_022001806009_Bab-1-Pendahuluan.pdf | 7 | |
| 4. | 2024_TA_SMJ_022001806009_Bab-2-Tinjauan-Pustaka.pdf | 15 |
|
| 5. | 2024_TA_SMJ_022001806009_Bab-3-Metode-Penelitian.pdf | 23 |
|
| 6. | 2024_TA_SMJ_022001806009_Bab-4-Hasil-dan-Penelitian.pdf | 15 |
|
| 7. | 2024_TA_SMJ_022001806009_Bab-5-Kesimpulan.pdf | 4 | |
| 8. | 2024_TA_SMJ_022001806009_Daftar-Pustaka.pdf | 7 | |
| 9. | 2024_TA_SMJ_022001806009_Lampiran.pdf | 30 |
|
P enelitian ini dilakukan dengan tujuan untuk memahami Anteseden Brand Resonance pada Ritel Fashion H&M. Pada penelitian ini Anteseden Brand Resonance pada Ritel Fashion H&M dipengaruhi oleh dua faktor, yaitu Relationship Marketing dan e-WOM. Penelitian ini berbasis kuesioner untuk mengumpulkan data dari 190 responden. Dilakukan teknik analisis data yang digunakan adalah menggunakan Structural Equation Model (SEM) pada software SPSS versi 25 dan AMOS versi 22. Kriteria yang digunakan dalam penelitian ialah responden merupakan masyarakat yang tinggal di JABODETABEK dan pernah membeli ritel fashion H&M setidaknya tiga kali dalam setahun. Penelitian ini mendapatkan perolehan hasil dari responden dan dapat disimpulkan bahwa terdapat pengaruh positif relationship marketing terhadap brand resonance, terdapat pengaruh positif relationship marketing terhadap e-WOM, terdapat pengaruh positif e-WOM terhadap brand resonance dan Relationship Marketing juga memiliki efek positif terhadap Brand Resonance melalui mediasi e-WOM. Penelitian ini diharapkan dapat menjadi data terbaru dan memberikan wawasan tambahan bagi peneliti mengenai variabel brand resonance, relationship marketing dan e-WOM, serta sebagai referensi untuk penelitian di masa depan dan pengembangan ekonomi dalam studi di bidang ritel fashion.
T his research was conducted with the aim of understanding the Antecedents of Brand Resonance in H&M Fashion Retail. In this research, the antecedents of Brand Resonance in H&M Fashion Retail are influenced by two factors, namely Relationship Marketing and e-WOM. This research is questionnaire-based to collect data from 190 respondents. The data analysis technique used was using the Structural Equation Model (SEM) on SPSS version 25 and AMOS version 22 software. The criteria used in the research were that respondents were people who lived in JABODETABEK and had purchased H&M fashion retail at least three times a year. This research obtained results from respondents and it can be concluded that there is a positive influence of relationship marketing on brand resonance, there is a positive influence of relationship marketing on e-WOM, there is a positive influence of e-WOM on brand resonance and Relationship Marketing also has a positive effect on Brand Resonance through e-WOM mediation. It is hoped that this research will become the latest data and provide additional insight for researchers regarding brand resonance, relationship marketing and e-WOM variables, as well as as a reference for future research and economic development in studies in the field of fashion retail.
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