DETAIL KOLEKSI

Anteseden Brand Equity Dan Pengaruhnya Terhadap Purchasa Intention


Oleh : Muhammad Arris Alkautsar

Info Katalog

Nomor Panggil : 2015_TA_MJ_022101108

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2015

Pembimbing 1 : Hj. Arwini Sumardi

Subyek : Brand awareness;Marketing management

Kata Kunci : brand awareness, perceived quality, brand associates, brand loyalty


File Repositori
No. Nama File Ukuran (KB) Status
1. 2015_TA_MJ_022101108_-Halaman-Judul.pdf 1584.02
2. 2015_TA_MJ_022101108_--Bab-1.pdf 877.63
3. 2015_TA_MJ_022101108_--Bab-2.pdf 953.34
4. 2015_TA_MJ_022101108_--Bab-3.pdf 1080.95
5. 2015_TA_MJ_022101108_--Bab-4.pdf 1094.27
6. 2015_TA_MJ_022101108_--Bab-5.pdf 847.31
7. 2015_TA_MJ_022101108_-Daftar-Pustaka.pdf 1278.01
8. 2015_TA_MJ_022101108_-Lampiran.pdf 2690.01

P Penelitian ini dimaksudkan untuk mengkaji tentang antecendent brand equity dan pengaruhnya terhadap purchase intention pada pelanggan Telkomsel di Jakarta Barat. Sasaran-sasaran utama penelitian ini adalah untuk menguji apakah terdapat pengaruh dari brand awareness, brand association, perceived quality, brand loyalty terhadap overall brand equity dan menguji overall brand equity dapat mempengaruhi purchase intention. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) dengan menggunakan sampel sebanyak 120 responden dari pelanggan Telkomsel di Jakarta Barat. Hasil penelitian telah menunjukkan bahwa brand awareness berpengaruh positif dan signifikan terhadap perceived quality. Brand awareness berpengaruh positif dan signifikan terhadap brand associations. Perceived quality tidak berpengaruh positif dan signifikan terhadap brand loyalty. Brand associations berpengaruh positif dan signifikan terhadap brand loyalty. Perceived quality dan brand loyalty berpengaruh positif dan signifikan terhadap overall brand equity. Sementara itu, brand associations tidak berpengaruh positif dan signifikan terhadap overall brand equity. Dan overall brand equity berpengaruh positif dan signifikan terhadap purchase intentions.

T This research is intended to examine antecendent brand equity and its effect on purchase intention in Telkomsel subscribers in West Jakarta. The main objectives of this study are to examine whether there is influence of brand awareness, brand association, perceived quality, brand loyalty to overall brand equity and testing the overall brand equity can affect purchase intention. Data analysis method used in this research is Structural Equation Modeling (SEM) by using sample as much as 120 respondents from Telkomsel subscribers in West Jakarta. The results of this research have shown that brand awareness has positive and significant effect on perceived quality. Brand awareness has a positive and significant impact on brand associations. Perceived quality has no significant effect on brand loyalty. Brand associations have a positive and significant impact on brand loyalty. Perceived quality and brand loyalty have a positive and significant effect on brand equity overalls. Meanwhile, brand associations have no positive and significant effect on brand equity overalls. And overall brand equity has a positive and significant impact on purchase intentions.

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