DETAIL KOLEKSI

Pengaruh self-congruity dan perceived congruence terhadap sponsor brand equity yang dimediasi oleh sponsor brand identification dan sponsor credibility


Oleh : Herza Fikril

Info Katalog

Nomor Panggil : 2018_TA_MJ_022131130

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Arwini Sumardi

Subyek : Perceived congruence;Marketing management

Kata Kunci : perceived congruence, self-congruity, sponsor brand identification, sponsor brand equity


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022131130_Halaman-Judul.pdf 1149.77
2. 2018_TA_MJ_022131130_Bab-1.pdf 528.24
3. 2018_TA_MJ_022131130_Bab-2.pdf 638.09
4. 2018_TA_MJ_022131130_Bab-3.pdf 726.6
5. 2018_TA_MJ_022131130_Bab-4.pdf 687.28
6. 2018_TA_MJ_022131130_Bab-5.pdf 491.14
7. 2018_TA_MJ_022131130_Daftar-Pustaka.pdf 542.24
8. 2018_TA_MJ_022131130_Lampiran.pdf 1843.62

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh self-congruity dan perceived congruence terhadap sponsor brand equity yang dimediasi oleh sponsor brand identification dan sponsor credibility. Data diperoleh dari hasil kuisoner yang disebarkan kepada 150 responden di Universitas Trisakti. Metode yang digunakan adalah random sampling dengan 150 responden. Analisis data dilakukan dengan menggunakan analisis Structural Equation Model (SEM) Hasil penelitian ini menunjukan bahwa : Terdapat pengaruh self-congruity terhadap sponsor brand identification. Terdapat pengaruh perceived congruence terhadap sponsor credibility. Terdapat pengaruh sponsor brand identificationterhadapsponsor brand equity. Terdapat pengaruh sponsor credibility terhadap sponsor brand equity. Terdapat pengaruh self-congruity terhadap sponsor brand equity yang dimediasi oleh sponsor brand identification dan Terdapat pengaruh perceived congruence terhadap sponsor brand equity yang dimediasi oleh sponsor credibility.

T This study aims to examine and analyze the effect of self-congruity and perceived congruence on sponsor brand equity mediated by sponsor brand identification and sponsor credibility of college student on Program Study Management Faculty of Economics and Business Trisakti University. Data obtained from the results of questionnaires distributed to 150 college student Trisakti University. The method used is random sampling with 150 respondent. Data analysis was conducted using Structural Equation Model (SEM) The results of this study show that: There is effect self-congruity to sponsor brand identification.There is effect of perceived congruence on sponsor credibility. There is effect sponsor brand identification on sponsor brand equity. There is effect sponsor credibility on sponsor brand equity. There is effect self-congruity on sponsor brand equity mediated by sponsor brand identification and There is effect perceived congruence on sponsor brand equity mediated by sponsor credibility.

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