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Antecedents Dari Purchase Intention Co-brand


Oleh : Hendi Prasetyo

Info Katalog

Kategori Koleksi (ComboBox) :

Nomor Panggil : 2017_TA_MJ_022122074

Pengarang Pertama : Hendi Prasetyo

Subyek : Consumer attitude host brand

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Willy Arafah

Pembimbing 2 :

Kata Kunci : co-brand, consumer attitude invited brand, brand product.


File Repositori
No. Nama File Ukuran Status
1. 2017_TA_MJ_022122074_Halaman-Judul.pdf 1378.17 (KB)
2. 2017_TA_MJ_022122074_Bab-1.pdf 510.61 (KB)
3. 2017_TA_MJ_022122074_Bab-2.pdf 643.19 (KB)
4. 2017_TA_MJ_022122074_Bab-3.pdf 692.86 (KB)
5. 2017_TA_MJ_022122074_Bab-4.pdf 1071.27 (KB)
6. 2017_TA_MJ_022122074_Bab-5.pdf 436.03 (KB)
7. 2017_TA_MJ_022122074_Daftar-Pustaka.pdf 440.93 (KB)
8. 2017_TA_MJ_022122074_Lampiran.pdf 1435.83 (KB)

P Penelitian ini bertujuan untuk mengetahui pengaruh sikap konsumen host brand, sikap konsumen invited brand dan sikap konsumen co-brand terhadap intensi membeli produk co-brand. Sampel yang digunakan yaitu sebanyak 100 responden dengan kategori remaja dan dewasa berusia 18-30 tahun yang berdomisili di DKIJakarta. Variabel dependen dalam penelitian ini adalah intensi membeli produk cobrand, variabel independennya sikap konsumen host brand, sikap konsumen invitedbrand dan sikap konsumen co-brand. Metode yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa sikap konsumen host brand berpengaruh terhadap intensi membeli produk co-brand, sikap konsumen invited brand tidak berpengaruh terhadap intensi membeli produk co-brand dan sikap konsumen co-brand berpengaruh terhadap intensi membeli produk co-brand.

T This study aimed to determine the effect of consumer attitudes host brand, brand and consumer attitudes invited co-brand consumer attitudes towards buying intention co-brand products. The samples used were 100 respondents to the category of adolescents and adults aged 18-30 who live in DKIJakarta. The dependent variable in this study is the intention to buy the product cobrand, the independent variable host brand consumer attitudes, consumer attitudes and consumer attitudes cobrand invitedbrand. The method used in this research is multiple linear regression. The results showed that host brand consumer attitudes influence the intention to buy the product co-brand, the brand invited consumers' attitudes did not affect the intention to buy the product co-brand and co-brand consumer attitudes influence the buying intention co-brand products.

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