Pengaruh Brand Personality Terhadap Perilaku Konsumen dan Peran Brand Love Terhadap Merek Fashion Uniqlo di Surabaya

Kianindra, Richard (2022) Pengaruh Brand Personality Terhadap Perilaku Konsumen dan Peran Brand Love Terhadap Merek Fashion Uniqlo di Surabaya. Masters thesis, University of Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji dampak brand personalitydan brand loveterhadap brand loyalty, positive word of mouth, resistance to negative information, willingness to pay more, self-disclosure dan active engagement pada brand fashion Uniqlo. Penelitian ini dilakukan dengan menggunakan Structural Equation Model (SEM)dan AMOS serta diolah dengan bantuan software Statistical Package for Social Sciences (SPSS) versi 18 dan Lisrel 8.7. Responden diambil dari pelanggan merek Uniqlo di kota Surabaya yang pernah membeli dan menggunakan produk merek tersebut.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand personality, Brand Love, Brand loyalty, positive word of mouth,
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Postgraduate Programs > Master Program in Management
Depositing User:	Users 147 not found.
Date Deposited:	29 Sep 2022 08:08
Last Modified:	29 Sep 2022 08:08
URI:	http://repository.ubaya.ac.id/id/eprint/42644

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