Lanase, Jason Aliandro (2024) Membangun kredibilitas merek: peran keterlibatan, identifikasi, reputasi, dan keterikatan pada brand Mitsubishi Motors di Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini membahas peran Enduring Culture Involvement, Brand Identification, Brand Reputation Dengan fokus pada konsumen Indonesia yang berusia minimal 18 tahun. penelitian ini bertujuan untuk memahami cara untuk meningkatkan brand kredibilitas pada brand Mitsubishi Motors di Indonesia serta faktor-faktornya, melalui pendekatan kuantitatif, sebanyak 203 responden yang memenuhi kriteria data tersebut dikumpulkan melalui via social media seperti whatsapp, Instagram dan banyak aplikasi lainnya di Data tersebut dianalisis menggunakan perangkat lunak SEM dan SmartPLS Versi 4.0.9.2, termasuk uji validitas, reliabilitas, dan uji hipotesis untuk mengevaluasi hubungan antar variabel-variabel yang diteliti. Hasil analisis ini memberikan wawasan penting tentang kredibilitas brand Mitsubishi Motors di Indonesia.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | Mitsubishi; enduring culture involvement; brand identification; brand reputation; brand attachment. | ||||||||
| 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 |
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| Depositing User: | JASON ALIANDRO LANASE | ||||||||
| Date Deposited: | 25 Jun 2024 03:23 | ||||||||
| Last Modified: | 25 Jun 2024 03:23 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/63415 |
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