DETAIL KOLEKSI

Pengaruh responsible brand dan active brand terhadap brand awareness, brand trust dan brand loyalty


Oleh : Ardian Dirgo Wibowo

Info Katalog

Nomor Panggil : 2017_TA_MJ_022.13.2003

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Fatik Rahayu

Subyek : Brand loyalty;Marketing management

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


File Repositori
No. Nama File Ukuran (KB) Status
1. 2017_MJ_022132003_Halaman-Judul.pdf 960.4
2. 2017_MJ_022132003_Bab-1.pdf 549.1
3. 2017_MJ_022132003_Bab-2.pdf 951.85
4. 2017_MJ_022132003_Bab-3.pdf 910.53
5. 2017_MJ_022132003_Bab-4.pdf 870.55
6. 2017_MJ_022132003_Bab-5.pdf 510.08
7. 2017_MJ_022132003_Daftar-Pustaka.pdf 595.15
8. 2017_MJ_022132003_Lampiran.pdf 1302.63

Penelitian ini bertujuan menganalisis pengaruh Brand Personality dengandimensi Responsible Brand dan Active Brand terhadap berbagai bentuk hubungan antara konsumen dengan merek diantaranya Brand Awareness, Brand Trust, dan Brand Loyalty. Data diperoleh melalui penyebaran kuesioner secara online kepada 201 responden. Teknik pengambilan sampel yang digunakan adalah Purposive Sampling Technique. Alat analisis yang digunakan adalah Structural Equation Modeling (SEM). Hasil pengujian hipotesa menunjukkan bahwa kedua dimensi dari BrandPersonality yaitu Responsible Brand dan Active Brand mempunyai pengaruh positifyang signifikan kepada ketiga bentuk hubungan konsumen dengan merek yaitu Brand Awareness, Brand Trust, dan Brand Loyalty.

T This study aims to analyze the influence of Brand Personality with dimensionsResponsible Brand and Active Brand to various forms of relationship betweenconsumers with brands such as Brand Awareness, Brand Trust, and Brand Loyalty.Data obtained through the spread of questionnaires online to 201 respondents. Thesampling technique used is Purposive Sampling Technique. Analytical tool used isStructural Equation Modeling (SEM).The result of hypothesis testing shows that the two dimensions of BrandPersonality that are Responsible Brand and Active Brand have a significant positiveinfluence to the three forms of consumer relationship with brand that is BrandAwareness, Brand Trust, and Brand Loyalty.

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