PENGARUH FUNCTIONAL,SYMBOLIC DAN EXPERIMENTAL BRAND IMAGE TERHADAP BRAND ATTITUDE SERTA IMPLIKASI TERHADAP BRAND LOYALITY (STUDI PADA EVENT JAKARTA FAIR KEMAYORAN 2015)

DIANA, DIANA (2015) PENGARUH FUNCTIONAL,SYMBOLIC DAN EXPERIMENTAL BRAND IMAGE TERHADAP BRAND ATTITUDE SERTA IMPLIKASI TERHADAP BRAND LOYALITY (STUDI PADA EVENT JAKARTA FAIR KEMAYORAN 2015). S2 thesis, Universitas Mercu Buana.

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Abstract

Penelitian ini menguji dan menganalisis pengaruh functional brand image, symbolic brand image dan experimental brand image terhadap brand attitude dan implikasi terhadap brand loyalty, pada studi kasus event Jakarta Fair Kemayoran 2015. Data penelitian merupakan data pengunjung Jakarta Fair Kemayoran 2015. Metode sampling yang digunakan adalah non-probability sampling dengan accidental / convenience sampling. Dari 200 kuesioner yang disebarkan, 197 memenuhi kriteria sebagai sampel. Metode analisis yang digunakan adalah PLS-SEM. Hasil penelitian menunjukkan Functional brand image berpengaruh signifikan positif terhadap brand attitude, symbolic brand image berpengaruh signifikan positif terhadap brand attitude, experimental brand image berpengaruh signifikan positif terhadap brand attitude, dan brand attitude berpengaruh signifikan positif terhadap brand loyalty. Experimental brand image yang paling besar pengaruhnya terhadap brand attitude.

Item Type: Thesis (S2)
Call Number CD: CDT/MPO/2015/013
Call Number: 35/MPO/2015/013
NIM: 55113120019
Uncontrolled Keywords: functional brand image, symbolic brand image, experimental brand image, brand attitude, brand loyalty, functional brand image, symbolic brand image, experimental brand image, brand attitude, brand loyalty
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Rokhyudi
Date Deposited: 16 Apr 2018 07:33
Last Modified: 16 Apr 2018 07:33
URI: http://repository.mercubuana.ac.id/id/eprint/41891

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