DETAIL KOLEKSI

Pengaruh Brand Authenticity Terhadap Brand Attachment Pada Industri Makanan.


Oleh : Ericka Putri Utama

Info Katalog

Nomor Panggil : 2016-TA-MJ-022120054

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Dyah Astarini

Subyek : Brand authenticity;Brand attitude

Kata Kunci : brand attachment, behavioural Intention, brand consistency.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2016_TA_MJ_022121054_Halaman-Judul.pdf 795.49
2. 2016_TA_MJ_-022120054_BAB-1.pdf1.pdf 552.51
3. 2016_TA_MJ_-022120054_BAB-2.pdf1.pdf 552.61
4. 2016_TA_MJ_-022120054_BAB-3.pdf1.pdf 1417.06
5. 2016_TA_MJ_-022120054_BAB-4.pdf1.pdf 987.24
6. 2016_TA_MJ_-022120054_BAB-5.pdf1.pdf 513.72
7. 2016_TA_MJ_-022120054_Daftar-Pustaka.pdf1.pdf 624.81
8. 2016_TA_MJ_-022120054_Lampiran.pdf1.pdf 5024.65

T Tujuan dari penelitian ini adalah untuk mengetahui Pengharuh Brand Authenticity terhadap Brand Attachment pada kecap merek Bango. Kuesioner disebarkan kepada 250 responden yang terdiri atas 110 responden melalui google docs dan 140 responden wawancara langsung dengan kriteria pernah mengkonsumsi kecap merek Bango minimal 3 bulan. Prosedur pengambilan data yang digunakan adalah Non Probability Sampling. Teknik pengumpulan data yang digunakan adalah Purposive Sampling. Validitas dan reliabilitas suatu model penelitian dapat diukur dengan menggunakan Confirmatory Factor dan Exploratory Factor. Metode analisis data yang digunakan adalah Structural Equational Model (SE Hasil penelitian menunjukkan bahwa Brand authenticity berpengaruh positif terhadap Brand attachment, Brand attachment berpengaruh positif terhadap Behavioural intention, Brand attachment berpengaruh positif terhadap Purchase intention, Brand attachment berpengaruh positif terhadap Pay more, kemudian Brand attachment berpengaruh positif terhadap Promote.Saran bagi peneiliti selanjutnya adalah peneliti diharapkan untuk meneliti produk makanan lain selain kecap merek Bango dan menambahkan variabel lain yaitu Brand individuality, Brand Consistency, Brand Continuity dan Brand Trust (Schallehn et al., 2014).

T The purpose of this study was to determine Brand Authenticity on Brand Attachment at Bango brand soy sauce. Questionnaires were distributed to 250 respondents consisting of 110 respondents through google docs and direct interviews with 140 respondents criteria Bango never consumed soy at least 3 months. Data collection procedures used are Non-Probability Sampling. The data collection technique used is purposive sampling. Validity and reliability of a research model can be measured by using Confirmatory Factor and Exploratory Factor. Data analysis method used is Structural Equational Model (SE results showed that Brand authenticity positive influence on Brand attachment, Brand attachment positive effect on Behavioural intention, Brand attachment positive influence on Purchase intention, Brand attachment positive influence on Pay more, then Brand attachment positive effect on Promote.Saran for next peneiliti researchers are expected to examine the food products other than the Bango soy sauce and add other variables that individuality brand, brand Consistency, Continuity brand and brand Trust (Schallehn et al., 2014).

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