Full Description
| Cataloguing Source | LibUI ind rda |
| Content Type | text (rdacontent) |
| Media Type | unmediated (rdamedia); computer (rdamedia) |
| Carrier Type | volume (rdacarrier); online resource (rdacarrier) |
| Physical Description | xix, 124 pages : illustration ; 28 cm + appendix |
| Concise Text | |
| Holding Institution | Universitas Indonesia |
| Location | Perpustakaan UI, Lantai 3 |
- Availability
- Digital Files: 1
- Review
- Cover
- Abstract
| Call Number | Barcode Number | Availability |
|---|---|---|
| T35387 | TERSEDIA |
| No review available for this collection: 20349063 |
Abstract
ABSTRAK
Persaingan industri perawatan dan kecantikan kulit saat ini sangat ketat terutama di kota besar seperti Jakarta dengan banyaknya skin care clinic center yang ada, sehingga klinik-klinik tersebut tidak dapat hanya mengandalkan keunggulan fitur dan manfaat fungsional lagi saja agar dapat memiliki citra (image) positif di mata konsumen. Maka penelitian ini ingin mengetahui apa saja yang mempengaruhi terbentuknya Brand Image terutama oleh aspek tak berwujud (intangible) suatu merek seperti faktor-faktor demografi yang meliputi variabel Usia, Pengeluaran per bulan, Jenjang Pendidikan, dan Status Pekerjaan, serta variabel Experiential Marketing dan variabel Word-of-Mouth (WoM). Analisa penelitian dengan 69 responden menggunakan regresi berganda dengan hasil responden dengan jenjang pendidikan sarjana memiliki tingkat persepsi lebih tinggi terhadap Brand Image dibandingkan dengan responden dengan jenjang pendidikan pascasarjana, serta variabel Experiential Marketing dan variabel Word-of-Mouth (WoM) yang dialami memiliki pengaruh persepsi responden terhadap Brand Image.
ABSTRACT
Competition and beauty skin care industry is very tight, especially in big cities like Jakarta with many skin care center clinic there, so that clinics can not just rely on the superior features and benefits of functional again just to be able to have the image on the positive eyes of the consumer. So this study wanted to find out what influences the formation of Brand Image primarily by intangible aspects of a brand such as demographic factors, including age variable, expenditure per month, education level, and job status, as well as variable Experiential Marketing and variable Word-of-Mouth (WoM). Analysis of the study with 69 respondents using multiple regression with the results of respondents with graduate education had a higher level of perception of the brand image compared to respondents with graduate education, as well as variable variables Experiential Marketing and Word-of-Mouth (WoM) has experienced the influence of perception respondents to the Brand Image.
Persaingan industri perawatan dan kecantikan kulit saat ini sangat ketat terutama di kota besar seperti Jakarta dengan banyaknya skin care clinic center yang ada, sehingga klinik-klinik tersebut tidak dapat hanya mengandalkan keunggulan fitur dan manfaat fungsional lagi saja agar dapat memiliki citra (image) positif di mata konsumen. Maka penelitian ini ingin mengetahui apa saja yang mempengaruhi terbentuknya Brand Image terutama oleh aspek tak berwujud (intangible) suatu merek seperti faktor-faktor demografi yang meliputi variabel Usia, Pengeluaran per bulan, Jenjang Pendidikan, dan Status Pekerjaan, serta variabel Experiential Marketing dan variabel Word-of-Mouth (WoM). Analisa penelitian dengan 69 responden menggunakan regresi berganda dengan hasil responden dengan jenjang pendidikan sarjana memiliki tingkat persepsi lebih tinggi terhadap Brand Image dibandingkan dengan responden dengan jenjang pendidikan pascasarjana, serta variabel Experiential Marketing dan variabel Word-of-Mouth (WoM) yang dialami memiliki pengaruh persepsi responden terhadap Brand Image.
ABSTRACT
Competition and beauty skin care industry is very tight, especially in big cities like Jakarta with many skin care center clinic there, so that clinics can not just rely on the superior features and benefits of functional again just to be able to have the image on the positive eyes of the consumer. So this study wanted to find out what influences the formation of Brand Image primarily by intangible aspects of a brand such as demographic factors, including age variable, expenditure per month, education level, and job status, as well as variable Experiential Marketing and variable Word-of-Mouth (WoM). Analysis of the study with 69 respondents using multiple regression with the results of respondents with graduate education had a higher level of perception of the brand image compared to respondents with graduate education, as well as variable variables Experiential Marketing and Word-of-Mouth (WoM) has experienced the influence of perception respondents to the Brand Image.