DETAIL KOLEKSI

Antecedents of brand switching behavior smartphone xiaomi


Oleh : Bimo Adinegoro

Info Katalog

File Jurnal : 00000000000000098221.pdf

Nomor Panggil : 2019_TA_MJ_022100002

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Gunawati

Subyek : Marketing management - Brand equity

Kata Kunci : product consuption values, retail service relational benefits, brand commitment, brand switching beh


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022100002_Halaman-Judul.pdf 986.23
2. 2019_TA_MJ_022100002_Bab-1.pdf 3024.89
3. 2019_TA_MJ_022100002_Bab-2.pdf 3268.78
4. 2019_TA_MJ_022100002_Bab-3.pdf 3291.67
5. 2019_TA_MJ_022100002_Bab-4.pdf 3384.32
6. 2019_TA_MJ_022100002_Bab-5.pdf 2999.76
7. 2019_TA_MJ_022100002_Daftar-Pustaka.pdf 3023.91
8. 2019_TA_MJ_022100002_Lampiran.pdf 4002.91

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh ProductConsumption Values, retail Service Relational Benefits terhadap BrandCommitment dan Brand Commitment terhadap Brand Switching Behaviorkonsumen yang telah berkunjung minimal 1 kali dalam 6 bulan terakhir ke MiStore dan melakukan pembelian smartphone Xiaomi di Mi Store. Sampel yangdigunakan dalam penelitian ini berjumlah 150 responden dan dikumpulkandengan metode non probability dengan teknik purposive sampling. Pengujiandilakukan dengan menggunakan alat Structural Equation Model (SEM) yangdijalankan dengan program AMOS. Hasil dari penelitian ini adalah (1) ProductConsumption Values memiliki pengaruh terhadap Brand Commitment, (2) RetailServices Relational Benefits memiliki pengaruh terhadap Brand Commitment, (3)Brand Commitment memiliki pengaruh terhadap Brand Switching Behavior.

T This study examines and analyze the influence of Product Consumption Values,retail Service Relational Benefits on Brand Commitment and Brand Commitmenton Brand Switching Behavior from consumers who have visited at least 1 time inthe past 6 months to Mi Store and made a purchase of Xiaomi smartphones at theMi Store. The sample used in this research amounted to 150 respondents andcollected by non-probability methods with purposive sampling technique. Thetesting is conducted by using Structural Equation Model (SEM) tool run by theAMOS program. The results of this study are (1) Product Consumption Valueshas an influence on Brand Commitment, (2) Retail Services Relational Benefitshas an influence on Brand Commitment, (3) Brand Commitment has an influenceon Brand Switching Behavior.

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