Pengaruh brand signature, brand awareness, brand attitude, brand reputation pada kinerja industri hotel

Wijaya, Benediktus Richie (2021) Pengaruh brand signature, brand awareness, brand attitude, brand reputation pada kinerja industri hotel. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh positif brand signature kepada brand attitude, untuk menganalisis pengaruh positif brand attitude kepada brand reputation, untuk menganalisis pengaruh positif brand signature kepada brand awareness, untuk menganalisis pengaruh positif brand awareness kepada brand reputation, uUntuk menganalisis pengaruh positif brand awareness kepada brand attitude, untuk menganalisis pengaruh positif brand reputation kepada brand performance. Dalam penelitian ini metode yang digunakan adalah dengan menggunakan paradigma post-positivisme, penelitian dilakukan secara kuantitatif, metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Objek dalam penelitian ini adalah perusahaan Hotel bintang 3 sampai bintang 5. Penelitian ini menggunakan skala likert. Untuk mengumpulkan data, penelitian ini menggunakan metode kuesioner dengan sarama google form sebagai sarana bagi kuesioner online dan akan menyebarkan link kepada para responden. Hasil pada penelitian ini adalah Brand Signature berpengaruh positif terhadap Brand Attitude. Brand Attitude berpengaruh positif terhadap Brand Reputation. Brand Signature berpengaruh positif Terhadap Brand Awareness. Brand Awareness berpengaruh positif terhadap Brand Reputation. Brand Reputation berpengaruh positif Terhadap Brand Perfomance / This study aims to analyze the positive effect of brand signature on brand attitude, to analyze the positive influence of brand attitude on brand reputation, to analyze the positive effect of brand signature on brand awareness, to analyze the positive influence of brand awareness on brand reputation, to analyze the positive effect of brand awareness on brand attitude, to analyze the positive influence of brand reputation on brand performance. In this study the method used is to use the paradigm of post-positivism, the research was carried out quantitatively, the method used in this study was a quantitative method. The object of this research is a 3-star to 5-star Hotel Company. This study uses a Likert scale. To collect data, this study uses a questionnaire method with the same google form as a means for online questionnaires and will distribute links to respondents. The results of this study are Brand Signature has a positive effect on Brand Attitude. Brand Attitude has a positive effect on Brand Reputation. Brand Signature has a positive effect on Brand Awareness. Brand Awareness has a positive effect on Brand Reputation. Brand Reputation has a positive effect on Brand Performance

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