Wibowo, Audrey Patrick (2022) “Brand Reputation Dan Customer Voluntary Sharing Behaviour: Peran Intervening Brand Expression Brand Perceptions, Status Seeking Dan Brand Love : Pada Produk Nike“. Bachelor thesis, universitas pelita harapan.
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Abstract
ABSTRAK “BRAND REPUTATION DAN CUSTOMER VOLUNTARY SHARING BEHAVIOUR: PERAN INTERVENING BRAND EXPRESSION BRAND PERCEPTIONS, STATUS SEEKING DAN BRAND LOVE : PADA PRODUK NIKE“ “Penelitian ini bertujuan untuk untuk mengetahui Inner-self brand dan social-self brand perceptions memediasi pengaruh antara brand reputation terhadap social influence of others. Untuk mengetahui Inner-self brand dan social-self brand perceptions memediasi pengaruuh antara brand reputation terhadap knowledge sharing to the firm. Untuk mengetahui Status seeking memoderasi pengaruh brand reputation melalui social-self brand terhadap social influence of others, sementara itu tidak memoderasi pengaruh brand reputation melalui inner-self brand terhadap social influence of others. Untuk mengetahui Status seeking memoderasi pengaruh brand reputation melalui social-self brand pada knowledge sharing to the firm, sementara itu tidak memoderasi pengaruh brand reputation melalui inner-self brand terhadap knowledge sharing to the firm. Untuk mengetahui pengaruh brand love terhadap Knowledge Sharing to the firm. Metode yang digunakan pada penelitian ini adalah kualitatif. Populasi dalam penelitian ini meliputi mahasiswa UPH yang penah menggunakan produk Nike. Metode sampling yang digunakan adalah non-probability yaitu purposive sampling. Hasil pada penelitian ini adalah inner-self brand dan social-self brand perceptions dapat memediasi hubungan antara brand reputation dan pengaruh social influence of others. Inner-self brand dan social-self brand perceptions dapat memediasi pengaruh antara brand reputation terhadap knowledge sharing to the firm. Status seeking dapat memoderasi pengaruh antara brand reputation melalui social-self brand terhadap social influence of others, tetapi tidak memoderasi pengaruh brand reputation melalui inner-self brand terhadap social influence of others. Status seeking dapat memoderasi pengaruh brand reputation melalui social-self brand terhadap knowledge sharing to the firm, tetapi tidak memoderasi pengaruh brand reputation melalui inner-self brand terhadap knowledge sharing to the firm. Brand love berpengaruh terhadap Knowledge Sharing to the firm.“
Item Type: | Thesis (Bachelor) | ||||||||||||||||
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Uncontrolled Keywords: | “Brand Reputation Dan Customer Voluntary Sharing Behaviour: Peran Intervening Brand Expression Brand Perceptions, Status Seeking Dan Brand Love : Pada Produk Nike“ | ||||||||||||||||
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: | Audrey Patrick Wibowo | ||||||||||||||||
Date Deposited: | 01 Jul 2022 04:15 | ||||||||||||||||
Last Modified: | 01 Jul 2022 04:20 | ||||||||||||||||
URI: | http://repository.uph.edu/id/eprint/48261 |
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