DETAIL KOLEKSI

Pengaruh Atribut Merek Terhadap Citra Merek Perusahaan Pada Online Marketing


Oleh : Dian Sihombing

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2011

Pembimbing 1 : Harsini Soetomo

Subyek : Internet marketing;advertising - brand name products

Kata Kunci : ease of use, security, personalization, customer care, and reliability


File Repositori
No. Nama File Ukuran (KB) Status
1. 2011_TA_MJ_022050168_7.pdf 513.39
2. 2011_TA_MJ_022050168_6.pdf 289.32
3. 2011_TA_MJ_022050168_5.pdf 371.29
4. 2011_TA_MJ_022050168_4.pdf 403.94
5. 2011_TA_MJ_022050168_3.pdf 446.93
6. 2011_TA_MJ_022050168_2.pdf 268.08
7. 2011_TA_MJ_022050168_1.pdf 388.03

P Penyusunan skripsi ini bertujuan untuk membuktikan apakah ease of use, security, personalization, customer care, dan reliability merupakan faktor-faktor yang mempengaruhi corporate brand image. Data penelitian ini diperoleh dengan menyebarkan kuesioner kepada 150 orang yang pernah melakukan akses ke online shopping websites. Metode analisa yang digunakan dalam penelitian ini adalah Teknik analisis berganda. Hasil penelitian menyatakan bahwa terdapat pengaruh yang signifikan dari konstruk ease of use, security, personalization, reliability terhadap corporate brand image, sedangkan konstruk customer care tidak terdapat pengaruh terhadap corporate brand image. Berdasarkan hasil penelitian tersebut, sebaiknya perusahaan lebih memperhatikan hal-hal yang berhubungan dengan peningkatan ease of use, security, personalization, dan reliability melalui website yang digunakan karena hal tersebut mempengaruhi corporate brand image.

T The preparation of this thesis aims to prove whether the ease of use, security, personalization, customer care, and reliability are all factors that affect corporate brand image. The research data was obtained by distributing questionnaires to 150 people who had access to the online shopping websites. The method of analysis used in this research are multiple analysis techniques. The results stated that there is significant influence of the constructs of ease of use, security, personalization, reliability of corporate brand image, while the construct of customer care have no effect on corporate brand image. Based on these findings, the companies should pay more attention to things that are associated with increased ease of use, security, personalization, and reliability through the website which is used because it affects corporate brand image.

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