Wewengkang, Monica Engelica (2017) Pengaruh Spokes-Character Terhadap Komponen Brand Equity Alfamart di Surabaya. [Undergraduate thesis]
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Abstract
Penelitianini bertujuan untuk mengetahui dan menganalisis dimensi likability,expertise,dan relevancedalam merefleksikan spokes-charactersertamenganalis pengaruh spokes-characterterhadap komponen brand equaityyaitu brand awareness/association,perceived qualitydanbrand loyaltyterhadap merek Alfamart di Surabaya.Pengolahan data dilakukan dengan menggunakan IBM SPSS Statistics 22 dan Lisrel 8.70. Teknik pengambilan sampel yang digunakan yaitu non-probability samplingdengan teknik purposive sampling. Jumlah sampel yang digunakan dalam penelitian yaitu 153respondenyang telah memenuhi karakteristik populasi.Hasil penelitian ini menunjukkan likability,expertisedanrelevanvce merefleksikan spokes-characterdan adanya pengaruh spokes-character terhadapbrand awareness/association danperceived quality, serta pengaruh perceived quality terhadap brand loyalty. Selain itu, pada penelitan ini jugaterdapatbahwabrand awareness/association tidak berpengaruh terhadap brand loyalty.
| Item Type: | Undergraduate thesis |
|---|---|
| Uncontrolled Keywords: | Spokes-Character, Brand Awareness/Association, Perceived Quality, Brand Loyalty, Likability, Expertise, Relevance. |
| 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: | 11 Oct 2017 08:26 |
| Last Modified: | 11 Oct 2017 08:26 |
| URI: | http://repository.ubaya.ac.id/id/eprint/30887 |
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