The Antecedents And Consequences Of City Brand Attitude

Oleh : Sendy Yulia

Info Katalog

Nomor Panggil : 2016_TA_MJ_022123001

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Ayu Ekasari

Subyek : Marketing management;Brand attitude

Kata Kunci : emotional experiences in mega-events, ecological orientation, city brand attitude, quality of life

File Repositori
No. Nama File Ukuran Status
1. 2016_TA_MJ_022123001-Halaman-Judul.pdf 1573.5 (KB)
2. 2016_TA_MJ_022123001-Bab-1.pdf 1497.41 (KB)
3. 2016_TA_MJ_022123001-Bab-2.pdf 1691.71 (KB)
4. 2016_TA_MJ_022123001-Bab-3.pdf 1882.91 (KB)
5. 2016_TA_MJ_022123001-Bab-4.pdf 1752.09 (KB)
6. 2016_TA_MJ_022123001-Bab-5.pdf 1332.67 (KB)
7. 2016_TA_MJ_022123001-Daftar-Pustaka.pdf 1482.4 (KB)
8. 2016_TA_MJ_022123001-Lampiran.pdf 3727.37 (KB)

T This study aims to investigate whether there are positive influences of threeselected components of the quality of life, namely emotional experiences in megaevents and ecological orientation on city brand attitude, as well as the influence of city brand attitude towards quality of life. Furthermore, this study seeks to investigate the influence of quality of life on the Jakarta residents’ perception.This is a hypothesis testing study, of which was conducted in Jakarta area, as itis also known as well as the brand of Jakarta – Pekan Raya Jakarta (PRJ). The study collected 200 respondents using questionnaire distributed to people who have Jakarta’s identity card and people who have visited PRJ at least once within last five years. The empirical results of this study were using Structural Equation Model (SEM) to test the data. The result of this study shows that emotional experiences in mega-events havepositive influences in generating city brand attitude. However, the result also shows that the majority of respondents’ perceptions of ecological orientation do not have positive influence toward city brand attitude. Furthermore, the overall city brand attitude induced positive influence into respondents to have better quality of life in Jakarta through visiting PRJ.

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