DETAIL KOLEKSI

Pengaruh brand personality terhadap brand awareness, brand trust dan brand loyalty pada smartphone merek Apple


Oleh : Fanny Julia Elizabeth

Info Katalog

Nomor Panggil : 2018_TA_MJ_022140026

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Kurniawati

Subyek : Responsible brand;Marketing management

Kata Kunci : responsible brand, active brand, brand awareness, brand trust, brand loyalty


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022140026_Halaman-Judul.pdf 884.52
2. 2018_TA_MJ_022140026_Bab-1.pdf 663.8
3. 2018_TA_MJ_022140026_Bab-2.pdf 690.34
4. 2018_TA_MJ_022140026_Bab-3.pdf 927.58
5. 2018_TA_MJ_022140026_Bab-4.pdf 745.86
6. 2018_TA_MJ_022140026_Bab-5.pdf 524.64
7. 2018_TA_MJ_022140026_Daftar-Pustaka.pdf 642.82
8. 2018_TA_MJ_022140026_Lampiran.pdf 1598.23

T Tujuan dari penelitian ini adalah untuk meneliti pengaruh brand personality,terhadap brand awareness, brand trust dan brand loyalty. Rumusan masalah ditelitiadalah apakah responsible brand berpengaruh positif terhadap brand awareness,apakah responsible brand berpengaruh positif terhadap brand trust, apakahresponsible brand berpengaruh positif terhadap brand loyalty, apakah active brandberpengaruh positif terhadap brand awareness, apakah active brand berpengaruhpositif terhadap brand trust, apakah active brand berpengaruh positif terhadap brandloyalty. Metode pengambilan sampel yang digunakan dalam penelitian ini adalahdengan menggunakan metode non probability sampling, yaitu dengan teknikpurposive sampling. Sampel yang digunakan dalam penelitian ini adalah penggunasmartphone Apple yang pernah membeli smartphone Apple minimal dua kali dalamdua tahun terakhir. Jumlah sampel yang diambil sebanyak 150 responden. Alatanalisis yang digunakan dalam penelitian ini adalah SEM (Structural Equation Model Analyses) dengan bantuan software AMOS. Hasil analisis menunjukan bahwaresponsible brand berpengaruh positif terhadap brand awareness, responsible brandberpengaruh positif terhadap brand trust, responsible brand berpengaruh positifterhadap brand loyalty, active brand berpengaruh positif terhadap brand awareness,active brand tidak berpengaruh positif terhadap brand trust, active brand tidakberpengaruh positif terhadap brand loyalty.

This study aims to investigate the influence of brand personality (responsiblebrand and active brand) toward brand awareness, brand trust and brand loyalty. Formulation of the problem investigated is whether the responsible brand has a positive effect on brand awareness, whether the responsible brand has a positive effect on brand trust, whether the responsible brand has a positive effect on brand loyalty, whether the active brand has a positive effect on brand awareness, whether the active brand has a positive effect on brand trust, whether active brand has a positive effect on brand loyalty. The sampling method used in this research is to use non-probability sampling method, namely by using purposive sampling. The sample used in this study is that consumers who already bought smartphone Apple at least two times in the past two years. The number of samples was 150 respondents. The analytical tool used in this research is SEM (Structural Equation Model Analyses) with AMOS software assistance. The results of the analysis showed that the responsible brand has a positive effect on brand awareness, responsible brand has a positive effect on brand trust, responsible brand has a positive effect on brand awareness, active brand has no positive effect on brand trust, active brand has no positive effect on brand loyalty.

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