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Antecedents and Consequences of Brand Preference (Study of Customer on Kick Avenue)

PERTIWI, Andhina (2023) Antecedents and Consequences of Brand Preference (Study of Customer on Kick Avenue). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Penelitian ini merupakan survei pada masyarakat di seluruh Indonesia. Penelitian ini mengambil judul: “Antecedents And Consequences Of Brand Preference (Study Of Customer On Kick Avenue)”. Populasi dalam penelitian ini adalah masyarakat di seluruh Indonesia yang pernah membeli produk di Kick Avenue. Sampel pada penelitian ini sebanyak 270 responden yang diambil menggunakan metode purpose random sampling. Hasil penelitian yang dilakukan dengan menggunakan analisis Structural Equation Modeling (SEM) diolah dengan software AMOS menunjukan bahwa: (1) Self image congruence berpengaruh positif terhadap self brand connection. (2) Self brand connection berpengaruh positif terhadap brand preference. (3) Self image congruence berpengaruh positif terhadap brand preference. (4) Brand prestige tidak berpengaruh terhadap brand preference. (5) Brand preference berpengaruh positef terhadap purchase decision. (6) Self image congruence berpengaruh positif terhadap purchase decision. (7) Self brand connection memediasi pengaruh self image congruence terhadap brand preference. (8) brand preference memediasi pengaruh self image congruence terhadap purchase decision.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C23448
Uncontrolled Keywords: Self Image Congruence, Brand Prestige, Self Brand Connection, Brand Preference, Purchase Decision
Subjects: B > B337 Brand name products
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mrs Andhina Pertiwi
Date Deposited: 18 Sep 2023 07:38
Last Modified: 18 Sep 2023 07:38
URI: http://repository.unsoed.ac.id/id/eprint/23701

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