DETAIL KOLEKSI

Antecedent of brand equity


Oleh : Evrina Decylia

Info Katalog

Nomor Panggil : 2018_TA_MJ_022132019

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Advertising awareness;Marketing management

Kata Kunci : advertising awareness, brand equity, brand awareness, and brand image


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022132019_Halaman-Judul.pdf 662.2
2. 2018_TA_MJ_022132019_Bab-1.pdf 493.33
3. 2018_TA_MJ_022132019_Bab-2.pdf 628.51
4. 2018_TA_MJ_022132019_Bab-3.pdf 678.1
5. 2018_TA_MJ_022132019_Bab-4.pdf 600.28
6. 2018_TA_MJ_022132019_Bab-5.pdf 461
7. 2018_TA_MJ_022132019_Daftar-Pustaka.pdf 526.59
8. 2018_TA_MJ_022132019_Lampiran.pdf 954.75

P Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh AdvertisingAwareness terhadap Brand Equity, Brand Awareness, dan Brand Image. PengaruhBrand Awareness terhadap Brand Image dan Brand Equity. Pengaruh Brand Imageterhadap Brand Equity. Penelitian ini menggunakan data cross-sectional denganmenggunakan kuesioner untuk pengumpulan data. Teknik pengambilan sampeldalam penelitian ini adalah non-probability sampling, khususnya purposivesampling. Populasi dalam penelitian ini adalah konsumen yang menggunakanjejaring social aktif minimal 1 kali perbulan selama 6 bulan terakhir, mengetahuiproduk KFC dan mengambil 120 sampel konsumen. Alat analisa yang digunakanadalah Structural Equation Modelling (SEM). Hasil penelitian ini menunjukkanbahwa (1) Advertising Awareness berpengaruh positif terhadap Brand Awareness, (2) Advertising Awareness berpengaruh positif terhadap Brand Image, (3) Advertising Awareness tidak berpengaruh positif terhadap Brand Equity, (4) Brand Awareness berpengaruh positif terhadap Brand Image, (5) Brand Awareness berpengaruh positif terhadap Brand Equity dan (6) Brand Image berpengaruh positif terhadap Brand Equity.

T This study aimed to examine whether there is an influence of Advertising Awareness to Brand Equity, Brand Awareness, Brand Image. An influence of Brand Awareness to Brand Image and Brand Equity. An influence of Brand Image to Brand Equity.This study used cross-sectional data and questionnaires for data collecting. Thesampling technique used in this research is non-probability sampling, which ispurposive sampling. Consumers who is active using a social media 1 times in 1months during 6 months, know about product of KFC and taking 120 consumersample. This study used the Structural Equation Modelling (SEM) method. The result of this study indicates that (1) Advertising Awareness is positively affected to Brand Awareness, (2) Advertising Awareness is positively affected to Brand Image, (3) Advertising Awareness is not positively affected to Brand Equity, (4) BrandAwareness is positively affected to Brand Image, (5) Brand Awareness is positivelyaffected to Brand Equity and (6) Brand Image is positively affected to Brand Equity.

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