The Influence of Brand Offering and Brand Evaluation on Consumer Preference for La Reia and harvest in Surabaya Area

., Fransisca (2015) The Influence of Brand Offering and Brand Evaluation on Consumer Preference for La Reia and harvest in Surabaya Area. [Undergraduate thesis]

[img]
Preview
PDF
M_5608_Abstract.pdf

Download (28Kb) | Preview
Official URL: http://digilib.ubaya.ac.id/pustaka.php/239184

Abstract

This research done to helps to explain non-price antecedents of consumer preference for cyber which is La Reia and extension brands which is Harvest that can influence on consumer preferences in Surabaya. Another objective of this research is to explore more about the relationship between brand offering, internet shopping experience, brand character, brand familiarity, brand evaluation, and brand for La Reia and Harvest Cake in Surabaya. This research is a quantitative research, and causal type research. In this research, the data was processed through Structural Equation Modelling (SEM) by using LISREL. This research uses sample characteristics which consumer who ever purchase in La Reia and Harvest Cake Surabaya through the website or social media minimum twice. The data is a primary data which obtained from the questionnaires which was distributed to 150 respondents. This resarch result indicated that Non-price antecedents have a significant influence towards consumer preference such as offering and evaluation of a web brands for La Reia and Harvest in Surabaya.

Item Type: Undergraduate thesis
Uncontrolled Keywords: brand evaluation, brand offering
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Masyhur 196042
Date Deposited: 21 Aug 2015 03:26
Last Modified: 21 Aug 2015 03:26
URI: http://repository.ubaya.ac.id/id/eprint/25270

Actions (login required)

View Item View Item