DETAIL KOLEKSI

Anteseden Dari Brand Citizenship Behaviour


Oleh : Randi Aghata Putra

Info Katalog

Nomor Panggil : 2017_TA_MJ_022121134

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Brand identification;Marketing management

Kata Kunci : brand identification, brand commitment, brand understanding, brand citizenship behavior


File Repositori
No. Nama File Ukuran (KB) Status
1. 2017_TA_MJ_022121134_Halaman-Judul.pdf 1220.62
2. 2017_TA_MJ_022121134_Bab-1.pdf 501.45
3. 2017_TA_MJ_022121134_Bab-2.pdf 755.01
4. 2017_TA_MJ_022121134_Bab-3.pdf 1082.75
5. 2017_TA_MJ_022121134_Bab-4.pdf 1165.92
6. 2017_TA_MJ_022121134_Bab-5.pdf 495.59
7. 2017_TA_MJ_022121134_Daftar-Pustaka.pdf 565.72
8. 2017_TA_MJ_022121134_Lampiran.pdf 2281.81

T Tujuan dari penelitian ini adalah untuk menganalisis pengaruh brand commitment terhadap brand citizenship behaviour, pengaruh brand identification terhadap brand commitment, pengaruh brand identification terhadap brand citizenship behaviour, pengaruh brand understanding terhadap brand identification, pengaruh brand understanding terhadap brand commitment, dan pengaruh brand understanding terhadap brand citizenship behaviour.Data dikumpulkan dari 275 konsumen Transmart Carrefour di Jakarta sebagai responden. Teknik pengumpulan data yang digunakan adalah purposive sampling. Metode analisis data menggunakan model persamaan struktural melalui program AMOS versi 7.Hasil menjelaskan bahwa responden memiliki pernyataan cukup setuju terhadap brand understanding ditunjukkan dengan nilai statistik deskriptif sebesar 3,82, responden memiliki pernyataan cukup setuju terhadap brand identification ditunjukkan dengan nilai statistik deskriptif sebesar 3,79, dan responden memiliki pernyataan setuju terhadap brand commitment ditunjukkan dengan nilai statistik deskriptif sebesar 3,73, dan responden memiliki pernyataan setuju terhadap brand citizenship behaviour ditunjukkan dengan nilai statistik deskriptif sebesar 3,80.

T The purpose of this research was analyzed the effect of brand commitment towards brand citizenship behaviour, the effect of brand identification on brand commitment, the effect of brand identification on brand citizenship behaviour, the effect of brand understanding on brand identification, the effect of brand understanding on brand commitment, and the effect of brand understanding on brand citizenship behaviourData were collected from 240 consumers Transmart Carrefour in Jakarta as the respondents. The data collection technique used was purposive sampling. Methods of data analysis using structural equation modeling with AMOS program version 7.The results explain that the respondents have tend to agreed statement to brand understanding shown by descriptive statistical value of 3.82, the respondents have tend to agreed statement to on brand identification showed with descriptive statistic of 3.79, and the respondent has tend to agreed statement of brand commitment showed with descriptive statistics of 3.73,and the respondents have tend to agreed statement on brand citizenship behaviour showed with descriptive statistics of 3.80.

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