Antesenden dan konsekuensi dari brand experience

DETAIL KOLEKSI

Antesenden dan konsekuensi dari brand experience

Oleh : Silvy Ananda Baisan

Info Katalog

Nomor Panggil : 022001801081

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Asep Hermawan

Subyek : Marketing - Management;Brand name products

Kata Kunci : brand semiotics, sensory brand experience, affective brand experience, cognitive brand experience, b

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2022_TA_MJ_022001801081_Halaman-Judul.pdf
2.	2022_TA_MJ_022001801081_Lembar-Pengesahan.pdf
3.	2022_TA_MJ_022001801081_Bab-1-Pendahuluan.pdf
4.	2022_TA_MJ_022001801081_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_MJ_022001801081_Bab-3-Metode-Penelitian.pdf
6.	2022_TA_MJ_022001801081_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_MJ_022001801081_Bab-5-Kesimpulan.pdf
8.	2022_TA_MJ_022001801081_Daftar-Pustaka.pdf
9.	2022_TA_MJ_022001801081_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis brand semiotics, dimensi brand experience, dan brand trust terhadap purchase intention. Sampel yang digunakan dalam penelitian ini berjumlah 210 responden dengan teknik pengambilan sampel yaitu menggunakan purposive sampling. Responden dalam penelitian ini yaitu individu yang merupakan warga negara Indonesia yang pernah mengunjungi supermarket dan melakukan transaksi dalam periode waktu 6 bulan terakhir.. Pengujian hipotesis dilakukan dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa brand semiotics berpengaruh positif terhadap sensoy brand experience, brand semiotics berpengaruh positif terhadap affective brand experience , brand semiotics berpengaruh positif terhadap cognitive brand experience, sensoy brand experience berpengaruh positif terhadap brand trust, affective brand experience berpengaruh negatif terhadap brand trust, cognitive brand experience berpengaruh positif terhadap brand trust, brand experience memediasi pengaruh brand semiotics terhadap brand trust, dan brand trust berpengaruh positif terhadap purchase intention.

T This study aims to analyze brand semiotics, brand experience dimensions, and brand trust on purchase intention. The sample used in this study amounted to 210 respondents with a sampling technique that is using purposive sampling. Respondents in this study were individuals who were Indonesian citizens who had visited supermarkets and made transactions within the last 6 months. Hypothesis testing was carried out using the Structural Equation Model (SEM) method. The results of this study indicate that brand semiotics has a positive effect on sensoy brand experience, brand semiotics has a positive effect on affective brand experience, brand semiotics has a positive effect on cognitive brand experience, sensoy brand experience has a positive effect on brand trust, affective brand experience has a negative effect on brand trust, cognitive brand experience has a positive effect on brand trust, brand experience mediates the effect of brand semiotics on brand trust, and brand trust has a positive effect on purchase intention.