Pracaya, Joseph Adi (2018) Pengaruh Percieved Brand Authenticity Terhadap Consumer Engagement (Studi Kuantitatif pada Merek Pakaian Levi Strauss & Co. di Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini ditujukan untuk mengetahui pengaruh perceived brand authenticity (X) terhadap consumer engagement (Y) pada merek pakaian Levi Strauss & Co. (Levi’s). Pada penelitian ini variabel X diturunkan menjadi empat sub-variabel yang merupakan faktor-faktor yang membentuk perceived brand authenticity (PBA) yakni continuity (X1), credibility (X2), integrity (X3), dan symbolism (X4). Jenis penelitian ini adalah kuantitatif eksplanatif dengan metode survey. Selain itu penelitian ini juga mencari tahu variabel apa yang paling dominan dalam mempengaruhi consumer engagement (Y). Hasil yang ditemukan pada penelitian ini adalah variabel PBA dan suksesornya (X1 – X4) secara bersama-sama maupun parsial berpengaruh secara signifikan terhadap consumer engagement. Variabel yang paling dominan berpengaruh terhadap consumer engagement adalah variabel continuity (X1), sehingga dapat dikatakan umur, kemampuan melewati tren dan waktu menjadi faktor yang paling berpengaruh terhadap consumer engagement.
English Abstract
This study aimed to determine the effect of perceived brand authenticity (X) towards consumer engagement (Y) on Levi Strauss & Co. In this research, the independent variable was explain into four sub-variables which was the forming factor of perceived brand authenticity (PBA). The sub-variables were continuity (X1), credibility (X2), integrity (X3), and symbolism (X4). The type of this research was quantitative explanative using survey method. This research also aimed to determine which variables were the most dominant in influencing consumer engagement. The results found in this research was the variable of PBA and its successor (X1 - X4) simultaneously and partially had significant effect toward consumer engagement. The most dominant variable that influencing consumer engagement was continuity variable (X1), this result indicate that age, the ability to survive from trends and time become the most influential factor to consumer engagement.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/658/051808509 |
| Uncontrolled Keywords: | Percieved Brand Authenticity, Continuity, Credibility, Integrity, Symbolism, Consumer Engagement |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 16 May 2019 02:38 |
| Last Modified: | 16 May 2019 02:38 |
| URI: | http://repository.ub.ac.id/id/eprint/163568 |
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