Analisis sikap konsumen terhadap merek toko dan promosi merek nasional = Analysis of attitudes consumen towards store brand and national brand promotion
Hafid Sani;
Saragih, Guntur Syahputra, supervisor; Harahap, Akhir Matua, examiner; Helman Arif, examiner
([Publisher not identified]
, 2013)
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[ABSTRAK Hasil penelitian ini ditujukan untuk mengetahui pengaruh positif dan signifikan dari variabel karakteristik merek toko dan promosi merek nasional yang terdiri dari Value Consciousness Smart Shopper Self Perception Brand Loyalty Store Loyalty Impulsiveness Penelitian ini menggunakan desain penelitianeksploratif dan deskriptif yang dilakukan satu kali dalam satu periode Respondenpenelitian ini berjumlah 110 orang responden yang mempunyai aktivitas berbelanja di retail atau eceran kurang dari 6 bulan terakhir Model penelitian dengan empat belashipotesis diuji menggunakan Structural Equation Modelling SEM Hasilpenelitian menyatakan bahwaValue Consciousness mempunyai pengaruh signifikan dan positif terhadap merek toko begitupun dengan Brand Loyalty juga mempunyai hubungan signifikan dan positif dengan merek toko dan merek nasional Value consciousness mempunyai hubungan tidak signifikan terhadap merek nasional dan brand loyalty begitupun smart shopper self perception store loyalty impulsiveness tidak mempunyai pengaruh signifikan terhadap merek nasional dan merek toko. ABSTRACT The results of this study aimed to determine the positive and significant impact of the variable characteristics of the store brand and national brand promotion which consists of Value Consciousness Smart Shopper Self Perception Brand Loyalty Store Loyalty Impulsiveness This study used exploratory and descriptive research design is done once in a period This survey respondents totaled 110 respondents who have activities in retail or retail shop less than 6 months Research model with four teen hypotheses were tested using Structural Equation Modeling SEM The study states that the Value Consciousness has a significant and positive influence on brand stores as well as with Brand Loyalty also has a significant and positive relationship with store brands and national brands Value consciousness has no significant relationship to the national brand and brand loyalty as did the smart shopper self perception store loyalty impulsiveness did not have a significant influence on national brand and store brand , The results of this study aimed to determine the positive and significant impact of the variable characteristics of the store brand and national brand promotion which consists of Value Consciousness Smart Shopper Self Perception Brand Loyalty Store Loyalty Impulsiveness This study used exploratory and descriptive research design is done once in a period This survey respondents totaled 110 respondents who have activities in retail or retail shop less than 6 months Research model with four teen hypotheses were tested using Structural Equation Modeling SEM The study states that the Value Consciousness has a significant and positive influence on brand stores as well as with Brand Loyalty also has a significant and positive relationship with store brands and national brands Value consciousness has no significant relationship to the national brand and brand loyalty as did the smart shopper self perception store loyalty impulsiveness did not have a significant influence on national brand and store brand ] |
 S54391-Hafid Sani.pdf :: Unduh
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| No. Panggil : | S54391 |
| Entri utama-Nama orang : | |
| Entri tambahan-Nama orang : | |
| Entri tambahan-Nama badan : | |
| Subjek : | |
| Penerbitan : | [Place of publication not identified]: [Publisher not identified], 2013 |
| Program Studi : |
| Bahasa : | ind |
| Sumber Pengatalogan : | LibUI ind rda |
| Tipe Konten : | text |
| Tipe Media : | unmediated ; computer |
| Tipe Carrier : | volume ; online resource |
| Deskripsi Fisik : | xii, 129 pages : illustration ; 28 cm. + Appendix |
| Naskah Ringkas : | |
| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan UI, Lantai 3 |
| No. Panggil | No. Barkod | Ketersediaan |
|---|---|---|
| S54391 | 14-19-890569514 | TERSEDIA |
| Ulasan: |
| Tidak ada ulasan pada koleksi ini: 20368383 |
