Tiahyadi, Andreas and Dr. Dra. Kusuma Ratnawati, and Dr. Mugiono, (2021) Pengaruh Corporate Brand Dan Customer Expectation Terhadap Customer Choice Dimediasi Brand Equity (Studi Pada Konsumen Produk Gula Walini Dari Ptpn Xi - Pg Semboro Di Jawa Timur). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis peran Brand Equity dalam memediasi pengaruh Corporate Brand dan customer expectation terhadap costumer choice. Konsumen end user yang membeli dan mengkonsumsi produk gula Walini dari PTPN XI - PG Semboro Jember menjadi populasi dalam penelitian. Teknik penentuan sampel dilakukan dengan mempergunakan metode purposive sampling dengan responden sebanyak 200 orang. Teknik analisis yang digunakan adalah Partial Least Square. Hasil analisis menunjukkan bahwa: Corporate Branding berpengaruh positif dan signifikan terhadap customer choice; Customer expectation berpengaruh positif dan signifikan terhadap customer choice; Corporate Branding berpengaruh positif dan signifikan terhadap Brand Equity; Customer expectation berpengaruh positif dan signifikan terhadap Brand Equity; Brand Equity berpengaruh positif dan signifikan terhadap customer choice; Brand Equity memediasi pengaruh Corporate Branding dan customer expectation terhadap customer choice.
English Abstract
The objective of this study is to analyze the role of brand equity in mediating the effect of corporate branding and customer expectation on costumer choice. The end-user consumers who have purchased and consumed Walini, a brand of sugar produced by PTPN XI of Semboro Sugar Factory of Jember, are the research population. Using purposive sampling technique, 200 members of the population were selected as the sample. The results of the Partial Least Squares analysis indicate that corporate branding positively and significantly affects customer choice, customer expectation positively and significantly influences customer choice, corporate branding positively and significantly affects brand equity, and brand equity positively and significantly influences customer choice. Furthermore, brand equity mediates the effects of corporate branding and customer satisfaction on customer choice
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | :0421020043 |
| Uncontrolled Keywords: | Corporate Branding, Customer Expectation, Brand Equity, Customer Choice, corporate branding, customer expectation, brand equity, costumer choice |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 20 Jan 2023 07:07 |
| Last Modified: | 16 Oct 2024 01:19 |
| URI: | http://repository.ub.ac.id/id/eprint/196821 |
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