DETAIL KOLEKSI

Analisis antecedent dan consistency dari brand authenticity

5.0


Oleh : Reza Ahmad Rakman Hakim

Info Katalog

Nomor Panggil : 2015_TA_MJ_022100063

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2015

Pembimbing 1 : Willy Arafah

Subyek : Brand individuality;Marketing management

Kata Kunci : brand individuality, brand consistency, brand authenticity and brand trust .


File Repositori
No. Nama File Ukuran (KB) Status
1. 2015_TA_MJ_022100063-Halaman-Judul.pdf 2069.31
2. 2015_TA_MJ_022100063-Bab--1.pdf 1045.26
3. 2015_TA_MJ_022100063-Bab--2.pdf 1196.03
4. 2015_TA_MJ_022100063-Bab--3.pdf 1212.99
5. 2015_TA_MJ_022100063-Bab-4.pdf 1210.47
6. 2015_TA_MJ_022100063-Bab--5.pdf 947.92
7. 2015_TA_MJ_022100063-Daftar-Pustaka.pdf 932.75
8. 2015_TA_MJ_022100063-Lampiran.pdf 2113.92

S Smartphone merupakan telepon genggam yang memiliki kemampuan menyerupai fungsi komputer, dimana terdapat fitur fitur canggih yang dapat memberikan banyak manfaat untuk memenuhi keinginan pengguna smartphone, seperti jaringan nirkabel, email, browser, akses internet, kamera, kamera video, musik, radio, dan software navigasi, serta terdapat juga jenis layars entuh (touchscreen). Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand individuality, brand consistency terhadap brand authenticity, brand authenticity terhadap brandtrust, brand individuality terhadap brand trust dan brand consistency terhadap brand trust. Metode teknik pengumpulan data yang digunakan adalah purposive sampling. Data dikumpulkan secara langsung melalui penyebaran kuisoner kepada 100 responden dan diolah menggunakan metode analisis Structural Equation Model (SEM). Hasil dari penelitian menunjukkan bahwa tidak terdapat pengaruh positif brand individuality terhadap brand authenticity, terdapat pengaruh positif brand consistency terhadap brand authenticity, tidak terdapat pengaruh posistif brand authenticity terhadap brand trust, tidak terdapat pengaruh positif brand individuality terhadap brand trust dan tidak terdapat pengaruh posistif brand consistency terhadap brand trust.

S Smartphones are mobile phones that have the ability to resemble computer functions, where there are advanced features that can provide many benefits to meet the needs of smartphone users, such as wireless networks, email, browser, internet access, camera, video camera, music, radio and navigation software , and there are also types of layars (touchscreen). This research aims to know and analyze the influence of brand individuality, brand consistency to brand authenticity, brand authenticity to brandtrust, brand individuality to brand trust and brand consistency to brand trust. The method of data collection technique used is purposive sampling. Data were collected directly through questionnaires distributed to 100 respondents and processed using Structural Equation Model (SEM) method. The result of the research shows that there is no positive influence of brand individuality to brand authenticity, there is positive influence of brand consistency to brand authenticity, there is no postive influence of brand authenticity to brand trust, there is no positive influence of brand individuality to brand trust and there is no posistive influence of brand consistency against brand trust.

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