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Membangun kredibilitas merek: peran keterlibatan, identifikasi, reputasi, dan keterikatan pada brand Mitsubishi Motors di Indonesia

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)
Creators:
Creators
NIM
Email
ORCID
Lanase, Jason Aliandro
NIM01011200200
jasonlanase8@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Hariandja, Evo Sampetua
NIDN0324056501
evo.hariandja@uph.edu
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
Depositing User: JASON ALIANDRO LANASE
Date Deposited: 25 Jun 2024 03:23
Last Modified: 22 Aug 2024 01:42
URI: http://repository.uph.edu/id/eprint/63415

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