PENGARUH BRAND LOYALTY, BRAND AWARENESS, BRAND IMAGE, DAN PERCEIVED QUALITY TERHADAP BRAND EQUITY PADA MS GLOW

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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 11/12/2023 11:48:13 • 192 Views

PENGARUH BRAND LOYALTY, BRAND AWARENESS, BRAND IMAGE, DAN PERCEIVED QUALITY TERHADAP BRAND EQUITY PADA MS GLOW

Created by :
Lusi Yanah ( 2080101608 )

Subject:	KOSMETIK MS GLOW BRAND QUALITY
Alt. Subject :	COSMETICS MS GLOW BRAND QUALITY
Keyword:	Brand Loyalty Brand Awareness Brand Image Perceived Quality dan Brand Equit

Description:

Penelitian ini bertujuan untuk mengetahui pengaruh dari brand loyalty, brand awareness, brand image, dan perceived quality terhadap brand equity pada MS Glow. Teknik pengumpulan data dilakukan dengan kuesioner berskala likert yang disebarkan secara online di google form. Adapun teknik pengambilan sampel menggunakan purposive sampling. Data diambil dari 202 responden dan dianalisis dengan menggunakan SPSS 26 dan SEM Lisrel 8.8. Responden diambil dari pengguna MS Glow yang bertempat tinggal di Kabupaten Tangerang. Berdasarkan hasil pengujian, ditemukan bahwa variabel brand loyalty, brand awareness, dan perceived quality memiliki hubungan positif dan pengaruh yang signifikan terhadap brand equity dan variabel brand imgae tidak berpengaruh positifd terhadap brand equity

Date Create	:	11/12/2023
Type	:	Text
Format	:	PDF
Language	:	Indonesian
Identifier	:	UEU-Undergraduate-2080101608
Collection ID	:	2080101608

Source :
Undergraduate Theses of Management

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2023 Perpustakaan Universitas Esa Unggul

Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-brand-loyalty-brand-awareness-brand-image-dan-perceived-quality-terhadap-brand-equity-pada-ms-glow-31243.html

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