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Pengaruh ekuitas merek terhadap perilaku pembelian (kasus SPBU Shell) = The effect of brand equity towards behavioral outcome case study SPBU Shell

Yohanes Debrito Cosa Henggarsatria NP; Rembeth, John Daniel, supervisor; Nurdin Sobari, examiner; Tengku Ezni Balqiah, examiner ([, ], 2015)

 Abstrak

[ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek
terhadap perilaku pembelian. Merek yang diteliti adalah merek SPBU Shell.
Penelitian ini menggunakan descriptive research design dengan metode survey
yaitu yang dilakukan terhadap kosumen SPBU Shell. Hasil penelitian ini
menunjukkan bahwa brand awareness mempengaruhi brand image SPBU Shell
dan mempengaruhi konsumen dalam intention to future purchase. Brand
awareness tidak mempengaruhi brand satisfaction dan brand trust SPBU Shell
serta tidak mempengaruhi konsumen dalam current purchase. Brand image
mempengaruhi brand satisfaction dan brand trust SPBU Shell. Brand image
SPBU Shell juga mempengaruhi konsumen dalam current purchase dan intention
to future purchase. Brand satisfaction tidak mempengaruhi brand attachment
SPBU Shell. Tetapi brand trust mempengaruhi brand attachment SPBU Shell.
Brand attachment SPBU Shell mempengaruhi current purchase dan intention to
future purchase. Current purchase yang dilakukan oleh konsumen SPBU Shell
berpengaruh terhadap intention to future purchase
ABSTRACT
This study aims to determine the effect of brand equity to Behavioral
outcome. A case study of SPBU Shell. The research is implementing descriptive
research design using survey method which used to SPBU Shell customers. The
results of this research shows that brand awareness has a positive effect on brand
image SPBU Shell and intention to future purchase. Brand awareness has not a
positive effect on brand satisfaction and brand trust SPBU Shell and current
purchase. Brand image has a positive effect on brand satisfaction and brand trust
SPBU Shell and has a positive effect on current purchase and intention to future
purchase. Brand satisfaction has not a positive effect on brand attachment SPBU
Shell. But Brand trust has a positive effect on brand attachment SPBU Shell.
Brand attachment has a positive effect on current purchase and intention to future
purchase. Current purchase made by SPBU Shell?s customer will have a positive
effect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioral
outcome. A case study of SPBU Shell. The research is implementing descriptive
research design using survey method which used to SPBU Shell customers. The
results of this research shows that brand awareness has a positive effect on brand
image SPBU Shell and intention to future purchase. Brand awareness has not a
positive effect on brand satisfaction and brand trust SPBU Shell and current
purchase. Brand image has a positive effect on brand satisfaction and brand trust
SPBU Shell and has a positive effect on current purchase and intention to future
purchase. Brand satisfaction has not a positive effect on brand attachment SPBU
Shell. But Brand trust has a positive effect on brand attachment SPBU Shell.
Brand attachment has a positive effect on current purchase and intention to future
purchase. Current purchase made by SPBU Shell?s customer will have a positive
effect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioral
outcome. A case study of SPBU Shell. The research is implementing descriptive
research design using survey method which used to SPBU Shell customers. The
results of this research shows that brand awareness has a positive effect on brand
image SPBU Shell and intention to future purchase. Brand awareness has not a
positive effect on brand satisfaction and brand trust SPBU Shell and current
purchase. Brand image has a positive effect on brand satisfaction and brand trust
SPBU Shell and has a positive effect on current purchase and intention to future
purchase. Brand satisfaction has not a positive effect on brand attachment SPBU
Shell. But Brand trust has a positive effect on brand attachment SPBU Shell.
Brand attachment has a positive effect on current purchase and intention to future
purchase. Current purchase made by SPBU Shell?s customer will have a positive
effect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioral
outcome. A case study of SPBU Shell. The research is implementing descriptive
research design using survey method which used to SPBU Shell customers. The
results of this research shows that brand awareness has a positive effect on brand
image SPBU Shell and intention to future purchase. Brand awareness has not a
positive effect on brand satisfaction and brand trust SPBU Shell and current
purchase. Brand image has a positive effect on brand satisfaction and brand trust
SPBU Shell and has a positive effect on current purchase and intention to future
purchase. Brand satisfaction has not a positive effect on brand attachment SPBU
Shell. But Brand trust has a positive effect on brand attachment SPBU Shell.
Brand attachment has a positive effect on current purchase and intention to future
purchase. Current purchase made by SPBU Shell?s customer will have a positive
effect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioral
outcome. A case study of SPBU Shell. The research is implementing descriptive
research design using survey method which used to SPBU Shell customers. The
results of this research shows that brand awareness has a positive effect on brand
image SPBU Shell and intention to future purchase. Brand awareness has not a
positive effect on brand satisfaction and brand trust SPBU Shell and current
purchase. Brand image has a positive effect on brand satisfaction and brand trust
SPBU Shell and has a positive effect on current purchase and intention to future
purchase. Brand satisfaction has not a positive effect on brand attachment SPBU
Shell. But Brand trust has a positive effect on brand attachment SPBU Shell.
Brand attachment has a positive effect on current purchase and intention to future
purchase. Current purchase made by SPBU Shell?s customer will have a positive
effect on intention to future purchase, This study aims to determine the effect of brand equity to Behavioral
outcome. A case study of SPBU Shell. The research is implementing descriptive
research design using survey method which used to SPBU Shell customers. The
results of this research shows that brand awareness has a positive effect on brand
image SPBU Shell and intention to future purchase. Brand awareness has not a
positive effect on brand satisfaction and brand trust SPBU Shell and current
purchase. Brand image has a positive effect on brand satisfaction and brand trust
SPBU Shell and has a positive effect on current purchase and intention to future
purchase. Brand satisfaction has not a positive effect on brand attachment SPBU
Shell. But Brand trust has a positive effect on brand attachment SPBU Shell.
Brand attachment has a positive effect on current purchase and intention to future
purchase. Current purchase made by SPBU Shell’s customer will have a positive
effect on intention to future purchase]

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No. Panggil : T-Pdf
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Subjek :
Penerbitan : [Place of publication not identified]: [, ], 2015
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Deskripsi Fisik : xv, 160 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
No. Panggil No. Barkod Ketersediaan
T-Pdf 15-18-401743719 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20404225
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