Pengaruh brand awareness, brand association, brand loyalty dan perceived quality terhadap brand equity

DETAIL KOLEKSI

Pengaruh brand awareness, brand association, brand loyalty dan perceived quality terhadap brand equity

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Oleh : Irma Ardiyanti

Info Katalog

Nomor Panggil : 2018_TA_MJ_022140027

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Adiati Hardjanti

Subyek : Brand awareness;Marketing management

Kata Kunci : brand awareness, brand association, brand loyalty, perceived quality, brand equity.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2018_TA_MJ_022140027_Halaman-Judul.pdf	16
2.	2018_TA_MJ_022140027_Bab-1.pdf	5
3.	2018_TA_MJ_022140027_Bab-2.pdf
4.	2018_TA_MJ_022140027_Bab-3.pdf
5.	2018_TA_MJ_022140027_Bab-4.pdf
6.	2018_TA_MJ_022140027_Bab-5.pdf
7.	2018_TA_MJ_022140027_Daftar-Pustaka.pdf
8.	2018_TA_MJ_022140027_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh positif dari Brand Awareness, Brand Association, Brand Loyalty, dan Perceived Quality terhadap Brand Equity. Penelitian ini menjadikan konsumen yang membeli produk Maybelline yang berada di Jakarta dengan minimal berbelaja 6 bulan terakhir sebagai responden. Rancangan penelitian ini merupakan Hypothesis testing (pengujian hipotesis) Serta Time horizon yang digunakan untuk penelitian ini yaitu One-shot (Cross-Sectional). Metode pengambilan sampel dalam penelitian ini adalah non probability sampling, Teknik pengambilan sampel yang digunakan adalah purposive sampling. Hasil peneltian ini menunjukan bahwa terdapat pengaruh positif dari Brand Awareness terhadap Brand Equity, pengaruh positif dari Brand Association terhadap Brand Equity, pengaruh positif dari Brand Loyalty terhadap Brand Equity dan pengaruh positif dari Perceived Quality terhadap Brand Equity

T The purpose of this study to test whether there is a positive influence of Brand Awareness, Brand Association, Brand Loyalty, and Perceived Quality to Brand Equity. This study makes consumers who buy Maybelline products in Jakarta with at least berbelaja last 6 months as respondents. The design of this research is Hypothesis testing (hypothesis testing) And Time horizon used for this research is One-shot (Cross-Sectional). Sampling method in this research is non probability sampling, Sampling technique used is purposive sampling. The result of this research shows that there is positive influence from Brand Awareness to Brand Equity, positive influence from Brand Association to Brand Equity, positive influence from Brand Loyalty to Brand Equity and positive influence from Perceived Quality to Brand Equity