DETAIL KOLEKSI

Anteseden dan Konsekuensi consumer brand identification


Oleh : Putri Hartati

Info Katalog

Nomor Panggil : 2018_TA_MJ_022142020

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Willy Arafah

Subyek : Brand prestige;Marketing management

Kata Kunci : brand prestige, brand anthropomorphism, consumer brand identification , and consumer-brand engagemen


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MP_022142020_Halaman-Judul.pdf 1415.18
2. 2018_TA_MP_022142020_Bab-1.pdf 908.81
3. 2018_TA_MP_022142020_Bab-2.pdf 991.29
4. 2018_TA_MP_022142020_Bab-3.pdf 1062.16
5. 2018_TA_MP_022142020_Bab-4.pdf 813.51
6. 2018_TA_MP_022142020_Bab-5.pdf 524.63
7. 2018_TA_MP_022142020_Daftar-Pustaka.pdf 682.41
8. 2018_TA_MP_022142020_Lampiran.pdf 3022.54

T Tujuan dari penelitian ini untuk menguji dan menganalisis pengaruh Brand Prestige, Brand Anthropomorphism, dan Consumer Brand Identification (CBI) terhadap Consumer-brand Engagement in Social Media (SM).Metode tekhnik pengumpulan data dikumpulkan dari 199 responden pengguna produk SAMSUNG dan Apple, menggunakan metode purposive sampling. Pengukuran tekhnik menggunakan metode SEM (Structural Equation Model).Hasil dari penelitian adalah tidak terdapat pengaruh positif antara Brand prestige terhadap consumer brand identification (CBI), terdapat pengaruh positif Brand anthropomorphism terhadap consumer brand identification (CBI), terdapat pengaruh positif Consumer Brand Identification (CBI) terhadap Consumer-brand Engagement in Social Media (SM).

T The purpose of this research was to test and analyze the effect of Brand Prestige, Brand Anthropomorphism, and Consumer Brand Identification (CBI) against Consumer-brand Engagement in Social Media (SM).Engineering method of collecting data is collected from 199 respondents user product SAMSUNG and Apple, using the method of purposive sampling. Engineering measurement method using SEM (Structural Equation Modeling).The results of the research there is no positive influence between Brand prestige against consumer brand identification (CBI), there is a positive influence against anthropomorphism Brand consumer brand identification (CBI), there is a positive influence Consumer Brand Identification (CBI) against Consumer-brand Engagement in Social Media (SM).

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