DETAIL KOLEKSI

Ekuitas Merek Berbasis Pelanggan


Oleh : Rizqi Nurkhayril Adinugroho

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2011

Pembimbing 1 : Arwini Sumardi

Subyek : Brand name products;commercial products

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


File Repositori
No. Nama File Ukuran (KB) Status
1. 2011_TA_MJ_022060255_7.pdf 1626.13
2. 2011_TA_MJ_022060255_6.pdf 1137.86
3. 2011_TA_MJ_022060255_5.pdf 1287.24
4. 2011_TA_MJ_022060255_4.pdf 1326.84
5. 2011_TA_MJ_022060255_3.pdf 1396.53
6. 2011_TA_MJ_022060255_2.pdf 1214.69
7. 2011_TA_MJ_022060255_1.pdf 1196

P Penelitian ini bertujuan untuk mengetahui pengaruh Brand Awareness, Brand Association, Perceived Quality dan Brand Loyalty terhadap Overall Brand Equi!Jl Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh melalui penyebaran kuesioner kepada 125 responden. Uji instrumen dilakukan dengan menggunakantvaliditas tdantreliabilitas.tUji thipotesistdilakukantdengan menggunakan Structural Equation Modelling (SEM) Hasil pengujian hipotesis menunjukkan terdapat pengaruh positif dan signifikan antara Brand Association, Perceived Quality dan Brand Loyalty temadap Overall Brand Equity, baik secara bersama-sama maupun secara parsiaL Bagi penelitian selanjutnya disarankan unb.Jk mengambil responden yang melakukan pembelian pada gerai resmi produk spolt di luar kegiatan Jakarta Fair. Penelitian selanjutnya juga diharapkan menambah jumlah variabel yang digunakan untuk mengukur Overall Brand Equity seperti keputusan pembelian.

T This study aims to determine the effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty to Overall Brand Equity. Data used in this study are primary data obtained by questionnaires to 125 respondents. Test instruments performed by using validity and reliability. Hypothesis testing is done using Structural Equation Modelling (SEM). The results of hypothesis testing showed there were positive and significant influence between brand association, perceived quality and brand loyalty to overall brand equity, either jointly or partially. For further research is suggested to take the respondents who make purchases on the sport product official outlets outside the Jakarta Fair. Future studies are also expected to increase the number of variables used to measure overall Brand equity as a purchase decision

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