DETAIL KOLEKSI

Antesenden dan konsekuensi dari brand commitment


Oleh : Robet Hendrik

Info Katalog

Nomor Panggil : 2017_TA_MJ_022122049

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Robert Kristaung

Subyek : Satisfaction - Brand commitment;Marketing management

Kata Kunci : satisfaction, investment size, quality of alternative, brand commitment, repurchase intention


File Repositori
No. Nama File Ukuran (KB) Status
1. 2017_TA_MJ_022122049_Halaman-Judul.pdf 938.61
2. 2017_TA_MJ_022122049_Bab-1.pdf 666.19
3. 2017_TA_MJ_022122049_Bab-2.pdf 697.72
4. 2017_TA_MJ_022122049_Bab-3.pdf 1100.6
5. 2017_TA_MJ_022122049_Bab-4.pdf 748.27
6. 2017_TA_MJ_022122049_Bab-5.pdf 511.54
7. 2017_TA_MJ_022122049_Daftar-Pustaka.pdf 594.58
8. 2017_TA_MJ_022122049_Lampiran.pdf 2105.7

P Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh satisfaction, investment size, dan quality of alternative terhadap brand commitment dan dampaknya dari brand commitment terhadap repurchase intention Yonex. Metode teknik pengumpulan data yang digunakan adalah purposive sampling. Data dikumpulkan secara langsung melalui penyebaran kuesioner kepada 110 responden dan diolah menggunakan metode analisis Structural Equation Model (SEM) dengan bantuan program statistik AMOS 23. Hasil dari penelitian ini menunjukkan bahwa satisfaction, investment size, dan quality of alternative terbukti memiliki pengaruh signifikan positif terhadap brand commitment produk Yonex. Sementara itu, hasil ini juga menunjukkan bahwa brand commitment memiliki dampak signifikan dan positif terhadap repurchase intention produk Yonex. Dengan demikian, dapat disimpulkan bahwa untuk dapat meningkatkan komitmen pelanggan terhadap produk Yonex maka harus mempertimpbangkan aspek satisfaction, investment size, dan quality of alternative.

T This study aims to determine and analyze the influence of satisfaction, investment size, and quality of alternatives to brand commitment and the impact of brand commitment to repurchase intention of Yonex. The method of data collection technique used is purposive sampling. Data were collected directly through questionnaires distributed to 110 respondents and processed using Structural Equation Model (SEM) method with AMOS statistic program 23.The results of this study indicate that satisfaction, investment size, and quality of alternative have a significant positive effect on brand commitment. Meanwhile, these results also indicate that brand commitment has a significant and positive effect on repurchase intention Yonex products. Thus, it can be concluded that in order to increase customer commitment to Yonex product it must consider the aspect of satisfaction, investment size, and quality of alternative.

Bagaimana Anda menilai Koleksi ini ?