UI - Skripsi Membership :: Kembali

UI - Skripsi Membership :: Kembali

Pengaruh brand association terhadap consumer response (Studi kasus Apple iphone) = The influence of brand association towards consumer response (Case study Apple iphone).

Fahriza Syah Azzi; Adrian Achyar, supervisor; Hapsari Setyowardhani, examiner; Sri Rahayu Hijrah Hati, examiner ([Publisher not identified] , 2013)

 Abstrak

ABSTRAK
Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh brand
associations terhadap consumer response produk Apple iPhone. Pendekatan ini
menggunakan pendekatan kuantitatif. Pendekatan kuantitatif menggunakan
sampel sebanyak 100 pengguna Apple iPhone di wilayah Jakarta dan Yogyakarta
dengan nonprobability sampling serta teknik convenience sampling. Instrumen
penelitian kuantitatif menggunakan kuesioner yang dianalisis menggunakan
Structural Equation Modelling (SEM). Hasil penelitian kuantitatif menunjukkan
bahwa brand association atribut guarantee dan personal identification memiliki
pengaruh yang signifikan dan positif terhadap consumer response atribut brand
extension, recommendation, serta price premium. Sedangkan, brand associations
atribut social identification dan status berpengaruh signifikan dan positif terhadap
consumer response, atribut brand extension, serta price premium, namun tidak
memiliki pengaruh signifikan terhadap recommendation.

ABSTRACT
The objective of this research is to analyze how the influence of brand
associations towards consumer response of Apple iPhone. This research applied
quantitativeapproach. Quantitative approach used 100 users of Apple iPhone in
Jakarta and Yogyakarta, collected using nonprobability sampling and convenience
sampling technique. Quantitative research instrument used questionnaire and
analyzed using Structural Equation Modelling (SEM). The result of quantitaive
research shows that guarantee and personal identification from brand associations
attributes has a significant and positive influence towards all consumer response
attributes, which is brand extension, recommendation, and the price premium.
Meanwhile, social identification and status from brand associations attributes has
significant and positive influence on brand extension as well as a premium price,
but does not have a significant influence on recommendation.

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 Metadata

Jenis Koleksi : UI - Skripsi Membership
No. Panggil : S45877
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Program Studi :
Subjek :
Penerbitan : [Place of publication not identified]: [Publisher not identified], 2013
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xvi, 70 pages : illustration ; 30 cm. + Appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
S45877 14-19-198328089 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20346006
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