The Antecedents and consequences of brand experience on technology product

Yohanes, Yohanes (2018) The Antecedents and consequences of brand experience on technology product. Bachelor thesis, Universitas Pelita harapan.

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Abstract

The purpose of this research is to kow the positive influence of brand experience on brand preference and repurchase intention, to know the positive influence of attribute perception to brand experience and brand preference, to know the positive influence of price perception on brand experience and brand preference, to know the positive influence of appearance perception on brand experience and brand preference, to know the positive influence of brand personality to brand experience, brand preference, and repurchase intention, to know the positive influence of self congruity to brand preference and repurchase intention, to know the positive influence of brand preference on repurchase intention. Population in this reasearch is all user MacBook in Jakrta. Because the total population cannot defined exactly so in this research will used sample 206 respondents. The technique data used is regression analysis to prove the hypothesis with SEM AMOS program. Based on research that has been done, the conclusions that can be drawn are as follows: Brand experience has no significant effect on brand preference, brand experience has positive affect on repurchase intention, attribute perception has positive affect on brand experience, attribute perception has no significant affect on brand preference, price perception has positive affect on brand experience, price perception has no significant affect on brand preference, appearance perception has positive affect on brand experience, appearance perception has no significant affect on brand preference, bBrand personality has no significant affect on brand experience, brand personality has positive affect on brand preference, brand personality has positive affect on repurchase intention. self congruity has positive affect on brand preference, self congruity has positive affect on repurchase intention.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Yohanes, YohanesNIM00000007775UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTetelepta, Clint WillfredNIDN0315057307clint.tetelepta@lecturer.uph.edu
Additional Information: SK 11-14 YOH a ; 31001000077348
Uncontrolled Keywords: brand experience; brand preference; repurchase intention.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Mrs Veronica Fitri Astuti
Date Deposited: 03 May 2021 06:58
Last Modified: 19 Jan 2024 04:18
URI: http://repository.uph.edu/id/eprint/21478

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