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Pengaruh Brand Experience Terhadap Customer Citizenship Behavior (toward Other Customer And Toward The Organization) Melalui Brand Relationship Quality


Oleh : Hamzah Kurnia Karim

Info Katalog

Nomor Panggil : 2017_TA_MJ_022.13.20.25

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Brand experience;Marketing management

Kata Kunci : brand experience, brand relationship quality, customer citizenship behavior


File Repositori
No. Nama File Ukuran (KB) Status
1. 2017_MJ_022132025_Halaman-Judul-.pdf 1258.4
2. 2017_MJ_022132025_Bab-1.pdf 1017.16
3. 2017_MJ_022132025_Bab-2.pdf 1482.39
4. 2017_MJ_022132025_Bab-3.pdf 1779.86
5. 2017_MJ_022132025_Bab-4.pdf 1766.04
6. 2017_MJ_022132025_Bab-5.pdf 1141.18
7. 2017_MJ_022132025_Daftar-Pustaka.pdf 1127.88
8. 2017_MJ_022132025_Lampiran.pdf 1847.8

T Tujuan dari penelitian ini adalah untuk menganalisis pengaruh dari (Sensory,Affective, Behavioral, Intellectual) dimensi dari Brand Experience terhadapCustomers Citizenship Behavior (Toward other Customers and Toward theOrganization) melalui Brand Relationship Quality. Data diperoleh dengan caramenyebarkan kuesioner kepada 212 responden di Jakarta yang telah menggunakantaksi online GrabCar sebanyak 3 kali dalam 3 bulan terakhir. Data yang digunakanadalah data cross-sectional dan menggunakan puposive sampling sebagai metodepenarikan sampel. Alat analisis yang digunakan adalah Structural Equation Modeling(SEM).Hasil pengujian hipotesis menunjukkan bahwa Sensory dan Behavioraldimensi dari Brand Experience tidak berpengaruh positif terhadap Brand RelationshipQuality. Affective dan Intellectual dimensi dari Brand Experience berpengaruh positifterhadap Brand Relationship Quality. Brand Relationship Quality berpengaruh positifterhadap Customers Citizenship Behavior (Toward other Customers and Toward theOrganization). Sensory, Affective, Behavioral, Intellectual dimensi dari BrandExperience berpengaruh positif terhadap Customer Citizenship Behavior (Towardother Customer and Toward the Organization) melalui Brand Relationship Quality.

T The purpose of this study is to analyze the influence of (Sensory, Affective,Behavioral, Intellectual) dimension of Brand Experience to Customers CitizenshipBehavior (Toward other Customers and Toward the Organization) through BrandRelationship Quality. The data was obtained by distributing questionnaires to 212respondents in Jakarta who have used online taxi GrabCar 3 times in the last 3 months.The data used are cross-sectional and using puposive sampling as sampling method.Analytical tool used is Structural Equation Modeling (SEM).The result of hypothesis testing shows that Sensory and Behavioral dimensionof Brand Experience has no positive effect on Brand Relationship Quality. Affectiveand Intellectual dimension of Brand Experience positively affects the BrandRelationship Quality. Brand Relationship Quality positively affects the CustomersCitizenship Behavior (Toward Other Customers and Toward the Organization).Sensory, Affective, Behavioral, Intellectual the dimension of Brand Experiencepositively affects the Customer Citizenship Behavior (Toward other Customer andToward the Organization) through Brand Relationship Quality.

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