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UEU » Undergraduate Theses » Manajemen Posted by [email protected] at 27/07/2018 16:31:43 • 1364 Views
PENGARUH BRAND ASSOCIATION, BRAND LOYALTY, BRAND AWARENESS, BRAND IMAGE TERHADAP BRAND EQUITY YANG MEMPENGARUHI REPURCHASE INTENTION PADA SEPATU NIKE DI TANGERANGCreated 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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