Febriana, Arisyah (2018) “Pengaruh Brand Affect terhadap Consumer Brand Extention Attitude dengan Brand Loyalty sebagai Variabel Mediasi (Studi pada Merek Zara di Kota Surabaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh langsung dan tidak langsung antara brand affect terhadap consumer brand extension attitude pada merek Zara yang dimediasi oleh brand loyalty. Jenis penelitian ini adalah penelitian eksplanatori yang menjelaskan hubungan kausal antar variabel terkait melalui pengujian hipotesis. Sampel penelitian berjumlah 120 responden yang didapat melalui metode purposive sampling. Metode analisis data pada penelitian ini menggunakan path analysis dengan software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa brand affect berpengaruh positif dan signifikan baik secara langsung maupun tidak langsung terhadap consumer brand extension attitude yang dimediasi oleh brand loyalty
English Abstract
The study is focuses on indentifying the influence of brand affect on consumer brand extension attitude toward Zara. Further it investigates if brand loyalty mediates the influence of brand affect on consumer brand extension attitude. The data were collected from 120 respondents and analyzed through path analysis in smartPLS 3.0. The result reveals that brand affect has significant influence on brand extension attitude and that brand loyalty mediates the influence of brand affect on brand.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/571/051810717 |
| Uncontrolled Keywords: | Brand affect, brand loyalty, consumer brand extension attitude, Brand affect, brand loyalty, consumer brand extension attitude |
| 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 09 May 2019 06:29 |
| Last Modified: | 20 Oct 2021 07:38 |
| URI: | http://repository.ub.ac.id/id/eprint/163823 |
Preview |
Text
ARISYAH FEBRIANA.pdf Download (1MB) | Preview |
Actions (login required)
 |
View Item |