DETAIL KOLEKSI

Antecedents Dari Customer Equity


Oleh : Christloy Totota Karo-Karo

Info Katalog

File Jurnal : 00000000000000004557.pdf

Nomor Panggil : 2019_TA_MJ_022154014

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Dyah Astarini

Subyek : Marketing - Brand image;Marketing management

Kata Kunci : brand trust, brand loyalty, trust, customer equity, brand equity


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022.15.4014_Halaman-Judul.PDF 1573.16
2. 2019_TA_MJ_022.15.4014_Bab-1.pdf 763.37
3. 2019_TA_MJ_022.15.4014_Bab-2.pdf 1397.78
4. 2019_TA_MJ_022.15.4014_Bab-3.pdf 2084.75
5. 2019_TA_MJ_022.15.4014_Bab-4.pdf 1477.18
6. 2019_TA_MJ_022.15.4014_Bab-5.pdf 619.94
7. 2019_TA_MJ_022.15.4014_Daftar-Pustaka.pdf 648.88
8. 2019_TA_MJ_022.15.4014_Lampiran.pdf 1496.58

P Penelitian ini bertujuan untuk menganalisis antecedents dari customer equity. Metode pengumpulan data menggunakan kuesioner dengan teknik purposive sampling kepada 100 responden penikmat kopi. Alat analisis data yang digunakan adalah Structural Equation Model (SEM), sedangkan uji reliabilitas adalah Cronbach’s Alpha. Hasil penelitian ini menunjukkan bahwa brand trust berpengaruh positif terhadap brand loyalty, brand loyalty berpengaruh positif terhadap customer equity.Peneliti selanjutnya disarankan untuk meganalisis perusahaan e-commerce online shop dan menambahkan variabel brand equity.

T The objective of the empirical study is to analyze antecedents of customer equity.Data collection method that used was questionnaire with purposive samplingtechnique to 100 respondent like coffee . The data analysis tool that used was Structural Equation Model (SEM), while the reliability test was cronbach’s alpha.The results shows that brand trust has a positive effect on brand loyalty, brand loyalty has a positive effect on customer equity.For future researchers are suggested to analysis other online shop e-commerce and added variable brand equity.

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