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Identifikasi model pengukuran brand personality dan customer trust pada ritel farmasi apotek = Measurement model identification of brand personality and customer trust in retail pharmacies

Indriani; Bambang Wiharto, supervisor; Rembeth, John Daniel, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014)

 Abstrak

[ABSTRAK
Penelitian ini berusaha mengidentifikasi model pengukuran dari brand personality
dan customer trust yang terdapat pada ritel farmasi atau apotek yang berada di
wilayah Jakarta dan sekitarnya, dengan menggunakan metode Structural Equation
Model (SEM) yang diolah dengan program LISREL 8.7. Dari 2 kelompok tipe
apotek, yaitu apotek independen dan apotek jaringan, dilakukan penelitian lebih
lanjut mengenai pengaruh dimensi sincerity, excitement, competence,
sophistication dan ruggedness terhadap customer trust menggunakan analisa
Partial Least Square (PLS). Hasil dari penelitian ini membuktikan bahwa 5
dimensi brand personality dan 3 dimensi customer trust merupakan indikator dari
brand personality dan customer trust pada ritel farmasi (apotek). Selain itu
penelitian ini juga membuktikan bahwa brand personality dapat mempengaruhi
customer trust. Untuk apotek independen, dimensi sincerity, excitement,
competence, dan sophistication adalah dimensi-dimensi yang signifikan
mempengaruhi customer trust. Sedangkan untuk apotek jaringan, dimensi
excitement dan competence adalah dimensi-dimensi yang signifikan
mempengaruhi customer trust. Hasil dari penelitian ini dapat digunakan oleh
apotek untuk menciptakan brand personality yang berbeda dibandingkan dengan
pesaing, sehingga dapat meningkatkan customer trust dan membangun long-time
relationship dengan pelanggan.

ABSTRACT
This study sought to identify the measurement model of brand personality
and customer trusts contained in the retail pharmacy located in Jakarta and
surrounding areas, by using a structural equation model (SEM). For 2 type
group of pharmacies, independent pharmacies and network pharmacies,
further research conducted to find the influence of sincerity, excitement,
competence, sophistication and ruggedness of the customer trusts using
Partial Least Square (PLS) analysis. The results of this study demonstrate that
the 5-dimensional and 3-dimensional brand personality customer trust is an
indicator of brand personality and customer trust in the retail pharmacy
(pharmacies). In addition, this study also proves that the brand personality
can affect customer trust. For independent pharmacies, the dimensions of
sincerity, excitement, competence, and sophistication are significant
dimensions that affect customer trust. As for the network pharmacy,
excitement and competence dimensions are dimensions that significantly
affect customer trust.. The results of this study can be used by the pharmacy
to create a brand personality that is different among the competitors, so as to
increase customer trust and build a long-time relationship with customers;This study sought to identify the measurement model of brand personality
and customer trusts contained in the retail pharmacy located in Jakarta and
surrounding areas, by using a structural equation model (SEM). For 2 type
group of pharmacies, independent pharmacies and network pharmacies,
further research conducted to find the influence of sincerity, excitement,
competence, sophistication and ruggedness of the customer trusts using
Partial Least Square (PLS) analysis. The results of this study demonstrate that
the 5-dimensional and 3-dimensional brand personality customer trust is an
indicator of brand personality and customer trust in the retail pharmacy
(pharmacies). In addition, this study also proves that the brand personality
can affect customer trust. For independent pharmacies, the dimensions of
sincerity, excitement, competence, and sophistication are significant
dimensions that affect customer trust. As for the network pharmacy,
excitement and competence dimensions are dimensions that significantly
affect customer trust.. The results of this study can be used by the pharmacy
to create a brand personality that is different among the competitors, so as to
increase customer trust and build a long-time relationship with customers, This study sought to identify the measurement model of brand personality
and customer trusts contained in the retail pharmacy located in Jakarta and
surrounding areas, by using a structural equation model (SEM). For 2 type
group of pharmacies, independent pharmacies and network pharmacies,
further research conducted to find the influence of sincerity, excitement,
competence, sophistication and ruggedness of the customer trusts using
Partial Least Square (PLS) analysis. The results of this study demonstrate that
the 5-dimensional and 3-dimensional brand personality customer trust is an
indicator of brand personality and customer trust in the retail pharmacy
(pharmacies). In addition, this study also proves that the brand personality
can affect customer trust. For independent pharmacies, the dimensions of
sincerity, excitement, competence, and sophistication are significant
dimensions that affect customer trust. As for the network pharmacy,
excitement and competence dimensions are dimensions that significantly
affect customer trust.. The results of this study can be used by the pharmacy
to create a brand personality that is different among the competitors, so as to
increase customer trust and build a long-time relationship with customers]

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No. Panggil : T-Pdf
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Subjek :
Penerbitan : Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Deskripsi Fisik : xvii, 108 pages : illustration ; 30 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI
  • Ketersediaan
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No. Panggil No. Barkod Ketersediaan
T-Pdf 15-17-777237950 TERSEDIA
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Tidak ada ulasan pada koleksi ini: 20390269