PENGARUH BRAND ASSOCIATION, BRAND LOYALTY, BRAND AWARENESS, BRAND IMAGE TERHADAP BRAND EQUITY YANG MEMPENGARUHI REPURCHASE INTENTION PADA SEPATU NIKE DI TANGERANG

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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 27/07/2018 16:31:43 • 1220 Views

PENGARUH BRAND ASSOCIATION, BRAND LOYALTY, BRAND AWARENESS, BRAND IMAGE TERHADAP BRAND EQUITY YANG MEMPENGARUHI REPURCHASE INTENTION PADA SEPATU NIKE DI TANGERANG

Created by :
NENI NOVIANI ( 201311525 )

Subject:	PENGARUH BRAND PRODUK
Alt. Subject :	EFFECT BRAND PRODUCT
Keyword:	brand association brand loyalty brand awareness brand image brand equity repurchase intention

Description:

Penelitian ini bertujuan untuk mengetahui pengaruh brand association, brand loyalty, brand awareness, brand image terhadap brand equity yang mempengaruhi repurchase intention pada sepatu Nike di Tangerang. Responden penelitian ini adalah pelanggan yang membeli dan memakai sepatu Nike di Tangerang yang berjumlah 195 responden dengan menggunakan sample purposive sampling. Metode penelitian ini menggunakan analisi SEM (Structural Equation Model) dengan menggunakan analisis jalur Path. Hasil penelitian ini menunjukan bahwa variabel brand association berpengaruh terhadap brand equity, brand loyalty tidak berpengaruh terhadap brand equity, brand awareness berpengaruh terhadap brand equity, brand image tidak berpengaruh terhadap brand equity dan brand equity berpengaruh terhadap repurchase intention pada sepatu Nike.

Date Create	:	27/07/2018
Type	:	Text
Format	:	PDF
Language	:	Indonesian
Identifier	:	UEU-Undergraduate-201311525
Collection ID	:	201311525

Source :
Undergraduate Theses of Management

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@perpustakaan Universitas Esa Unggul 2018

Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-brand-association-brand-loyalty-brand-awareness-brand-image-terhadap-brand-equity-yang-mempengaruhi-repurchase-intention-pada-sepatu-nike-di-tangerang-11044.html

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