Pendekatan Kultural Terhadap Brand Equity: Peran Brand Reputation, Brand Popularity, Dan Country Of Brand Origin

Adeline, Aurellia and Eric, Ferdinandus and Christopher, Yossel (2020) Pendekatan Kultural Terhadap Brand Equity: Peran Brand Reputation, Brand Popularity, Dan Country Of Brand Origin. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand popularity terhadap brand loyalty, brand awareness, perceived quality dan brand reputation pada pengguna Etude House Indonesia. Pengaruh country of brand origin terhadap brand loyalty, brand awareness, perceived quality dan brand reputation pada pengguna Etude House Indonesia. Pengaruh brand loyalty, brand awareness, perceived quality dan brand reputation terhadap brand equity. Pengaruh brand equity terhadap purchase intention. Penelitian ini ditujukan kepada pengguna Etude House Indonesia, dengan jumlah 360 orang yang terdiri atas laki-laki dan perempuan. Instrumen yang digunakan untuk pengumpulan data adalah kuesioner, yang terdiri atas 36 Indikator. Pengujian terhadap kuesioner dilakukan dengan uji validitas dan reliabilitas, dan alat yang digunakan untuk menganalisis data adalah SEM SmartPLS 3. Hasil temuan mengungkapkan bahwa terdapat pengaruh brand popularity terhadap brand awareness, terdapat pengaruh brand popularity terhadap perceived quality, terdapat pengaruh brand popularity terhadap brand reputation, terdapat pengaruh country of brand origin terhadap brand loyalty, terdapat pengaruh country of brand origin terhadap brand awareness, terdapat pengaruh country of brand origin terhadap perceived quality, terdapat pengaruh brand loyalty terhadap brand equity, terdapat pengaruh brand reputation terhadap brand equity. Selain itu, brand equity juga berdampak pada purchase intention. Namun, dalam penelitian ini hubungan brand popularity terhadap brand loyalty, pengaruh country of brand origin terhadap brand reputation, pengaruh brand awareness terhadap brand equity dan pengaruh perceived quality terhadap brand equity tidak didukung dalam pengujian hipotesis.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Adeline, AurelliaNIM00000022051aurellia_adeline@yahoo.com
Eric, FerdinandusNIM00000014718ferdinanduseric97@gmail.com
Christopher, YosselNIM00000021416yosselchris@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHariandja, Evo SampetuaNIDN0324056501evo.hariandja@uph.edu
Additional Information: SK 11-16 ADE p
Uncontrolled Keywords: brand popularity; country of brand origin; brand loyalty; brand awareness; perceived quality; brand reputation; brand equity; purchase 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: Users 13520 not found.
Date Deposited: 23 Nov 2020 07:59
Last Modified: 09 Aug 2021 03:05
URI: http://repository.uph.edu/id/eprint/12643

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