Kusuma, Keendy (2022) Pengaruh family business brand, brand authenticity, dan brand trust terhadap behavioral intention dan purchase intention: penelitian empiris mengenai Hasbro, Inc di Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan penulisan ini adalah membantu pengembangan produk Hasbro untuk mengembangkan usahanya dibidang mainan anak, yang menggunakan brand trust sebagai cara mengikat konsumen, menggunakan brand authenticity dalam pembuktian merek keaslian produk, menggunakan family business brand dalam mengembangkan usaha, yang dapat mempengaruhi pembelian produk hasbro, penelitian yang dilakukan sekarang menggunakan metode penelitian kuantitatif, menggunakan metode kuesioner dalam penggumpulan data dengan mengunakan aplikasi google form, penelitian ini memiliki jumlah responden 318, dan menggunakan aplikasi software SPSS 26 dan AMOS 24 untuk mengelola data, hasil yang didapatkan adalah pengaruh brand trust, brand authenticity, family business brand terhadap behavioral intention pada purchase intention di Hasbro.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | family business brand; brand trust;brand authenticity; behavioral intention; 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 |
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Depositing User: | Keendy Kusuma | ||||||||
Date Deposited: | 27 Jun 2022 09:16 | ||||||||
Last Modified: | 27 Jun 2022 09:16 | ||||||||
URI: | http://repository.uph.edu/id/eprint/48126 |
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