DETAIL KOLEKSI

Pengaruh Corporate Social Responsibility, Brand Awareness, Dan Corporate Image Terhadap Brand Equity


Oleh : Yuda Juangga

Info Katalog

File Jurnal : 00000000000000003064.pdf

Nomor Panggil : 2019_TA_MJ_022141173

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Kurniawati

Subyek : Corporate social responsibility;Marketing manajameng

Kata Kunci : corporate social responsibility, brand awareness, corporate image, brand equity


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022.14.1173_Halaman-Judul.pdf 1153.79
2. 2018_TA_MJ_022.14.1173_Bab-1.pdf 644.55
3. 2018_TA_MJ_022.14.1173_Bab-2.pdf 788.88
4. 2018_TA_MJ_022.14.1173_Bab-3.pdf 1089.27
5. 2018_TA_MJ_022.14.1173_Bab-4.pdf 772.92
6. 2018_TA_MJ_022.14.1173_Bab-5.pdf 479.26
7. 2018_TA_MJ_022.14.1173_Daftar-Pustaka.pdf 863.42
8. 2018_TA_MJ_022.14.1173_Lampiran.pdf 2117.1

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Corporate Social Responsibility, Brand Awareness, dan Corporate Image terhadap Brand Equity. Sampel yang digunakan dalam penelitian ini berjumlah 153 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Corporate Social Responsibility berpengaruh positif terhadap Brand Awareness, (2) Corporate Social Responsibility tidak berpengaruh positif terhadap Brand Equity, (3) Corporate Social Responsibility berpengaruh positif terhadap Corporate Image, (4) Brand Awareness berpengaruh positif terhadap Brand Equity, (5) Corporate Image tidak berpengaruh positif terhadap Brand Equity. Peneliti selanjutnya dapat menggunakan variabel lain yaitu Perceived Quality dan Brand Loyalty yang dikemukakan oleh Kashif et al., (2018).

T The objective of this study is to examine and analyze the influence of Corporate Social Responsibility, Brand Awareness, and Corporate Image on Brand Equity. The samples being used in this study is 153 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structural Equation Model (SEM) analysis method. The findings of this study are: (1) Corporate Social Responsibility has a positive effect toward Brand Awareness, (2) Corporate Social Responsibility doesn’t have a positive effect toward Brand Equity, (3) Corporate Social Responsibility has a positive effect toward Corporate Image, (4) Brand Awareness has a positive effect toward Brand Equity, (5) Corporate Image doesn’t have a positive effect toward Brand Equity. The next researcher can use other variables, namely Perceived Quality and Brand Loyalty proposed by Kashif et al., (2018).

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