DETAIL KOLEKSI

Analisa Pengaruh Perceived Quality, Brand Awareness, Affective Commitment Terhadap Overall Brand Equity Melalui Brand Loyalty


Oleh : Diva Clarissa Tambunan

Info Katalog

Nomor Panggil : 2017TA_MJ_022131138

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Asep Hermawan

Subyek : Perceived quality;Marketing management

Kata Kunci : perceived quality, brand awareness, affective commitment, overall brand equity.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2017_TA_MJ_022131138_Halaman-Judul.pdf 877.99
2. 2017_TA_MJ_022131138_Bab-1.pdf 670.98
3. 2017_TA_MJ_022131138_Bab-2.pdf 644.91
4. 2017_TA_MJ_022131138_Bab-3.pdf 1020.1
5. 2017_TA_MJ_022131138_Bab-4.pdf 794.68
6. 2017_TA_MJ_022131138_Bab-5.pdf 527.97
7. 2017_TA_MJ_022131138_Daftar-Pustaka.pdf 756.43
8. 2017_TA_MJ_022131138_Lampiran.pdf 2284.71

P Penelitian ini dilakukan untuk mengetahui pengaruh dari Perceived Quality, Brand Awareness, Affective Commitment terhadap Overall Brand Equity melalui Brand Loyalty. Data yang digunakan dalam penelitian ini adalah data primer. Data di kumpulkan langsung melalui penyebaran kuesioner pada 200 responden. Teknik pengambilan sampel dalam penelitian ini adalah dengan menggunakan purposive sampling. Uji instrument data menggunakan uji validitas dan uji reliabilitas. Uji hipotesis dalam penelitian ini menggunakan Structure Equation Model (SEM).Hasil pengujian hipotesis menunjukan bahwa terdapat pengaruh positif Perceived Quality terhadap Brand Loyalty, Brand Awareness terhadap Brand Loyalty, Affective Commitment terhadap Brand Loyalty dan Brand Loyalty terhadap Overall Brand Equity.

T This research aim to test the influence of Perceived Quality, Brand Awareness, Affective Commitment to Overall Brand Equity through Brand Loyalty. The research data is the primary data. Data were collected directly through questionnaires distribution to 200 respondents. Sampling technique in this research use purposive sampling. Test instrument data using test validity and reliability test. Hypothesis test in this research using Structure Equation Model (SEM).The result of hypothesis testing shows that there is positive influence of Perceived Quality to Brand Loyalty, Brand Awareness to Brand Loyalty, Affective Commitment to Brand Loyalty and Brand Loyalty to Overall Brand Equity.

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