DETAIL KOLEKSI

Anteseden dan konsekuen consumer brand identification pada minuman teh dalam kemasan bermerek


Oleh : Dini Reskasugih

Info Katalog

File Jurnal : 00000000000000016738.pdf

Nomor Panggil : 022001704010

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Yolanda Masnita

Subyek : Marketing management

Kata Kunci : brand anthropomorphism, consumer brand engagement, consumer scepticism, brand prestige, brand self s


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022001704010_Halaman-Judul.pdf 701.45
2. 2019_TA_MJ_022001704010_Bab-1.pdf 490.03
3. 2019_TA_MJ_022001704010_Bab-2.pdf 555.87
4. 2019_TA_MJ_022001704010_Bab-3.pdf 902.48
5. 2019_TA_MJ_022001704010_Bab-4.pdf 781.21
6. 2019_TA_MJ_022001704010_Bab-5.pdf 476.63
7. 2019_TA_MJ_022001704010_Daftar-Pustaka.pdf 469.66
8. 2019_TA_MJ_022001704010_Lampiran.pdf 2263.55

P Penelitian ini bertujuan untuk menguji dan menganalisis anteseden dan konsekuendari consumer brand identification pada minuman teh dalam kemasan bermerek.Penelitian ini menggunakan metode non-probability sampling dengan teknik purposive sampling, dimana sampel yang diambil dari penelitian ini adalah 335 responden yang telah mengonsumsi minuman teh dalam kemasan minimal 3 kalidalam 3 bulan terakhir. Alat analisis data yang digunakan adalah Structural EquationModel (SEM) melalui program AMOS. Hasil penelitian ini menunjukkan bahwabrand anthropomorphism tidak berpengaruh positif terhadap consumer brandidentification, consumer brand engagement berpengaruh positif terhadap consumerbrand identification, consumer scepticism berpengaruh negatif terhadap consumerbrand identification, brand prestige tidak berpengaruh positif terhadap consumerbrand identification, brand self similarity berpengaruh positif terhadap consumerbrand identification, brand distinctiveness tidak berpengaruh positif terhadapconsumer brand identification, consumer brand identification berpengaruh positifterhadap brand loyalty.

T This study aims to examine and analyze the antecedents and consequences ofconsumer brand identification on branded tea beverages. This study uses a nonprobability sampling method with a purposive sampling technique, where thesamples taken from this study were 335 respondents who had consumed bottled teaat least 3 times in the last 3 months. The data analysis tool used is the StructuralEquation Model (SEM) through the AMOS program. The results of this studyindicate that brand anthropomorphism has no positive effect on consumer brandidentification, consumer brand engagement has a positive effect on consumer brandidentification, consumer skepticism has a negative effect on consumer brandidentification, brand prestige does not have a positive effect on consumer brandidentification, brand self similarity has a positive effect on consumer brandidentification, brand distinctiveness does not have a positive effect on consumerbrand identification, consumer brand identification has a positive effect on brandloyalty

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