HUBUNGAN ANTARA BRAND PERSONALITY PENGGUNA BAJU H&M DENGAN SELF-ESTEEM PADA SISWA SMAN 6 JAKARTA

ROSARI, MARIA TRI (2019) HUBUNGAN ANTARA BRAND PERSONALITY PENGGUNA BAJU H&M DENGAN SELF-ESTEEM PADA SISWA SMAN 6 JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was conducted to examine the relationship between Brand Personality and Self- Esteem in students of SMAN 6 Jakarta. The research method used is a quantitative method, using purposive sampling, totaling 210 students of SMAN 6 Jakarta. Brand Personality was measured using the Brand Personality Scale proposed by Aaker (1997) and Self-Esteem was measured using Rosenberg Self-Esteem Scale (RSES) screened by Rosenberg (1997). Each scale has a reliability valuee of 0,895 for Brand Personality and 0,873 for Self-Esteem. The Results of this study show the value of correlation coefficient of 0,192 with a significance of 0,005 < 0,05, meaning that there is a significant positive relationship between Brand Personality and Self-Esteem at SMAN 6 Jakarta. Keywords: Brand Personality, Self-Esteem, SMAN 6 Jakarta Penelitian ini dilakukan untuk mengkaji hubungan antara Brand Personality dengan Self- Esteem pada siswa SMAN 6 Jakarta. Metode penelitian yang digunakan adalah metode kuantitatif, dengan menggunakan teknik sampling purposive sampling berjumlah 210 siswa SMAN 6 Jakarta. Brand Personality diukur menggunakan Brand Personality Scale yang dikemukakan oleh Aaker (1997) dan Self-Esteem diukur menggunakan Rosenberg Self-Esteem Scale (RSES) dikemukakan oleh Rosenberg (1965). Masing-masing skala memiliki nilai realibilitas 0,895 untuk Brand Personality dan 0,873 untuk Self-Esteem. Hasil penelitian ini menunjukan nilai koefisien korelasi sebesar 0,192 dengan signifikansi 0,005 < 0,05, artinya terdapat hubungan positif yang signifikan antara Brand Personality dengan Self-Esteem pada SMAN 6 Jakarta. Kata kunci: Brand Personality, Self-Esteem, SMAN 6 Jakarta

Item Type: Thesis (S1)
NIM: 46114110110
Uncontrolled Keywords: Brand Personality, Self-Esteem, SMAN 6 Jakarta
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 23 Aug 2019 03:50
Last Modified: 23 Aug 2019 03:50
URI: http://repository.mercubuana.ac.id/id/eprint/50345

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