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Analisis ekuitas merek internal perusahaan di kategori high involvement studi pada Nike Indonesia = Analysis of company internal brand equity in category high involvement study on Nike Indonesia / Nuzul Inas Nabila

Nuzul Inas Nabila; Adi Zakaria Afiff, supervisor; Nurdin Sobari, examiner; Tengku Ezni Balqiah, examiner ([Publisher not identified] , 2015)

 Abstrak

[ABSTRAK
Penelitian ini bertujuan untuk mengetahui apakah antecedents internal
brand equity yang dikembangkan oleh Baumgarth dan Schmidt (2010) benar
mempengaruhi internal brand equity perusahaan dan mengetahui apakah internal
brand equity dari perspektif karyawan sama dengan customer brand equity dari
perspektif konsumen . Sampel penelitian ini adalah karyawan outlet Nike dan
konsumen Nike. Partial Least Square digunakan dengan software Wrap PLS 4.0
digunakan untuk menganalisis data. Hasil analisis menunjukkan bahwa internal
brand commitment, internal brand knowledge, internal brand involvement
berpengaruh terhadap internal brand equity.
Sedangkan brand orientation tidak terbukti memiliki pengaruh langsung
terhadap internal brand equity, dan brand orientation tidak terbukti mempunyai
pengaruh langsung terhadap internal brand knowledge namun melalui internal
brand involvement memiliki pengaruh yang cukup signifikan. Temuan empiris
lain yang penting dengan menggunakan analisis independent t test tidak terbukti
Internal brand equity dari perspektif karyawan sama dengan customer brand
equity dari perspektif konsumen.

ABSTRACT
This study aims to determine whether antecedents of internal brand equity
developed by Baumgarth and Schmidt (2010) and determine whether the internal
brand equity from the perspective of the employee similar with the customer
brand equity from a consumer perspective.The samples of this study is an
employees and consumers of Nike. Partial Least Square used with software Wrap
PLS 4.0 used to analyze the data. The result show that internal brand commitment,
internal brand knowledge, internal brand involvement has a significant impact on
internal brand equity.
Where as brand orientation proved to have no direct impact to internal
brand equity, and brand orientation proved to have no direct impact on the internal
brand knowledge but through internal brand involvement has a significant impact.
Another important empirical findings using independent t test analysis is not
proven Internal brand equity from the perspective of the employee similar with
the customer brand equity from a consumer perspective, This study aims to determine whether antecedents of internal brand equity
developed by Baumgarth and Schmidt (2010) and determine whether the internal
brand equity from the perspective of the employee similar with the customer
brand equity from a consumer perspective.The samples of this study is an
employees and consumers of Nike. Partial Least Square used with software Wrap
PLS 4.0 used to analyze the data. The result show that internal brand commitment,
internal brand knowledge, internal brand involvement has a significant impact on
internal brand equity.
Where as brand orientation proved to have no direct impact to internal
brand equity, and brand orientation proved to have no direct impact on the internal
brand knowledge but through internal brand involvement has a significant impact.
Another important empirical findings using independent t test analysis is not
proven Internal brand equity from the perspective of the employee similar with
the customer brand equity from a consumer perspective]

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 Metadata

No. Panggil : T44252
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Subjek :
Penerbitan : [Place of publication not identified]: [Publisher not identified], 2015
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xiv, 157 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
No. Panggil No. Barkod Ketersediaan
T44252 15-17-992296651 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20415439