Pengaruh Spokes-Character Terhadap Komponen Brand Equity Alfamart di Surabaya

Wewengkang, Monica Engelica (2017) Pengaruh Spokes-Character Terhadap Komponen Brand Equity Alfamart di Surabaya. [Undergraduate thesis]

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Official URL: http://digilib.ubaya.ac.id/pustaka.php/246729

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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