EMAIL: PASSWORD:
Front Office
UPT. PERPUSTAKAAN
Universitas Esa Unggul


Kampus Emas UEU - Jakarta Barat

Phone : 021-5674223, ext 282
Fax :
E-mail : [email protected]
Website : http://library.esaunggul.ac.id

Support (Customer Service) :
[email protected]








Welcome..guys!

Have a problem with your access?
Please, contact our technical support below:
LIVE SUPPORT


Astrid Chrisafi




! ATTENTION !

To facilitate the activation process, please fill out the member application form correctly and completely
Registration activation of our members will process up to max 24 hours (confirm by email). Please wait patiently

Still Confuse?
Please read our User Guide

Keyword
Mode
Expanded Search (for Free text search only)
 

UEU » Master Theses » Magister Manajemen
Posted by [email protected] at 06/07/2020 11:34:29  •  835 Views


PENGARUH BRAND EQUITY TERHADAP PURCHASE INTENTION DAN BRAND PREFERENCE PADA MOBIL SEGMEN HATCHBACK DI INDONESIA

Created by :
Deni Saputro ( 201401033 )



SubjectEKUITAS MEREK
Alt. Subject BRAND EQUITY
KeywordBrand Equity
Purchase Intention
Brand Preference

Description:

Penelitian yang dilakukan bertujuan untuk menguji hubungan Brand Equity dan Purchase Intention dan Brand Preference Pada Segmen Mobil Hatchback di Indonesia. Penelitian ini menggunakan metode SEM (Structural Equation Modeling) yakni LISREL, teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling. Sampel dalam penelitian ini sebanyak 150 responden. Hasil pengujian menunjukan bahwa brand equity berpengaruh langsung terhadap purchase intention, sedangkan brand preference tidak memiki pengaruh langsung terhadap purchase Intention, selanjutnya brand equity memiliki pengaruh langsung terhadap brand preference. Sehingga dapat diambil kesimpulan bahwa brand Preference tidak memediasi hubungan antara brand equity dan purchase intention. Brand equity tidak bepengaruh secara langsung terhadap purchase intention melalui brand preference dan brand equity berpengaruh langsung terhadap purchase intention. Penelitian ini membawa implikasi yang relevan bagi para produsen mobil khususnya segmen hatchback, yang harus mampu meningkatkan rasa percaya untuk mengambil keputusan pembelian yang berarti pilihan merek yang disukai konsumen akan kuat saat adanya ekuitas merek yang kuat, maka niat pembelian juga akan dilakukan oleh konsumen

Contributor:
  1. Dr. Endang Ruswanti, SE, MM
Date Create:06/07/2020
Type:Text
Format:PDF
Language:Indonesian
Identifier:UEU-Master-201401033
Collection ID:201401033


Source :
Master Theses of Management

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2020 Perpustakaan Universitas Esa Unggul


Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-brand-equity-terhadap-purchase-intention-dan-brand-preference-pada-mobil-segmen-hatchback-di-indonesia-15446.html




[ Free Download - Free for All ]

  1.  UEU-Master-15446-Cover.Image.Marked.pdf - 131 KB
  2.  UEU-Master-15446-Lembar Pengesahan.Image.Marked.pdf - 146 KB
  3.  UEU-Master-15446-Abstrak.Image.Marked.pdf - 139 KB

[ FullText Content - Please, register first ]

  1. UEU-Master-15446-BabII.Image.Marked.pdf - 198 KB
  2. UEU-Master-15446-BabIII.Image.Marked.pdf - 172 KB
  3. UEU-Master-15446-BabIV.Image.Marked.pdf - 237 KB
  4. UEU-Master-15446-BABV.Image.Marked.pdf - 333 KB
  5. UEU-Master-15446-BABVI.Image.Marked.pdf - 149 KB

 10 Similar Document...



 10 Related Document...






HELP US !
You can help us to define the exact keyword for this document by clicking the link below :

Brand , Brand Equity , Brand Preference , Equity , Intention , Preference , Purchase , Purchase Intention



POLLING

Bagaimana pendapat Anda tentang repository kami ?

Bagus Sekali
Baik
Biasa
Jelek
Mengecewakan




124157477


Visitors Today : 1
Total Visitor : 1967720

Hits Today : 15281
Total Hits : 124157477

Visitors Online: 1


Calculated since
16 May 2012

You are connected from 172.17.121.29
using claudebot


UEU Digital Repository Feeds


Copyright © UEU Library 2012 - 2024 - All rights reserved.
Dublin Core Metadata Initiative and OpenArchives Compatible
Developed by Hassan