Pengaruh Perceived Quality, Brand Awareness, Brand Association, Brand Loyalty terhadap Brand Equity Merek Zara di Surabaya

Pahlevi, Syahrul Munir (2022) Pengaruh Perceived Quality, Brand Awareness, Brand Association, Brand Loyalty terhadap Brand Equity Merek Zara di Surabaya. [Undergraduate thesis]

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived quality, brand awareness, brand association, dan brand loyalty terhadap brand equity ZARA di Surabaya. Penelitian ini menggunakan casual research dengan pendekatan kuantitatif dan data kuesioner berjumlah 150 responden. Teknik pengambilan penelitian ini adalah non probability dan dianalisis menggunakan SEM (Structural Equation Modelling melalui Confirmatory Factor Analysis) menggunakan Software SPSS versi 26 dan AMOS versi 26. Hasil penelitian ini menunjukkan perceived quality dan brand association terhadap brand equity berpengaruh positif dan signifikan sedangkan brand awareness dan brand loyalty berpengaruh positif dan tidak signifikan.

Item Type:	Undergraduate thesis
Uncontrolled Keywords:	perceived quality, brand awareness, brand association, brand loyalty, brand equity
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BAMBANG SEPTIAWAN
Date Deposited:	06 Oct 2022 07:36
Last Modified:	06 Oct 2022 07:36
URI:	http://repository.ubaya.ac.id/id/eprint/42693

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