Ernanda, Nanin Syahida Amalia (2018) Pengaruh Brand Personality terhadap Brand Awareness, Brand Trust, dan Brand Loyalty Sepatu Olahraga Brand Adidas di Surabaya. [Undergraduate thesis]
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Abstract
The aim of the study is to test responsible brand personality, brand personality responsibilities to brand awarenes, brand trust, and brand loyalty to 'Adidas' sports shoes. analysis in this research using structural equation modeling (SEM) method. The object of this study is, at least 2x minimum in the last total, have the last education SMA / SMK equal. Respondents studied in this study were 140 people. Data penggolahan use data using SPSS Statistics software version 18 windows for the operating system and Amos version 22 windows. The results of this study indicate that brand personality is positively responsible and significant to brand awareness, brand personality that is positively significant to brand awareness, responsible brand personality, significant positive for brand trust, active brand personality not supported by brand trust, brand personality which are positively responsible for brand loyalty, and active brand personality is not supported by brand loyalty.
| Item Type: | Undergraduate thesis |
|---|---|
| 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: | 16 Jan 2019 03:05 |
| Last Modified: | 16 Jan 2019 03:05 |
| URI: | http://repository.ubaya.ac.id/id/eprint/34126 |
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