Budiman, Steven (2023) Pengaruh media sosial marketing terhadap brand equity, brand loyalty dan willingness to pay terhadap brand fashion lokal Erigo. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan dari penelitian ini untuk bisa mengetahui tentang hubungan Brand Equity, Loyalty dan Willingness to pay terhadap brand fashion local Erigo. Brand fashion local Erigo bisa bertahan dan juga bisa berkembang hingga ke ranah internasional walaupun sempat ada pada era pandemi covid 19 selama beberapa tahun, namun Erigo dapat melewatinya hingga saat ini menjadi salah satu fashion brand local yang sangat dikenal di Indonesia. Pengerjaan penelitian ini saya lakukan pada tahun2023, Penelitian ini dilakukan dengan melakukan pembagian kuesioner online melalui google form kepada kurang lebih sebanyak 350 responden dan dilakukan olah data dengan menggunakan aplikasi Spss dan Amos. Hasil dari penelitian ini menunjukan bahwa adanya hubungan antara social media marketing terhadap brandawareness, brand equity dan willingness to pay yang postif
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Erigo; Social Media Marketing ; Brand Awareness ; Brand Equity ; Willingness to pay | ||||||||
Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | STEVEN BUDIMAN | ||||||||
Date Deposited: | 04 Jan 2024 03:42 | ||||||||
Last Modified: | 28 Feb 2024 22:23 | ||||||||
URI: | http://repository.uph.edu/id/eprint/59681 |
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