Anteseden dan konsekuensi dari consumers attitude pada brand smartphone.
Info Katalog
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Diah Astarini
Kata Kunci : Country of Origin Image, Brand Image, E-WOM, Subjective Norsm, Attitude Toward Brand, Intention To R
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Status : Lengkap
P Penelitian ini bertujuan untuk menganalisis anteseden dan konsekuensi dari attitudetoward brand smartphone. Data diperoleh dengan mendistribusikan kuesioner secaraoffline sebanyak 159 responden dan online sebanyak 101 responden, dengan totalresponden yang terkumpul sebanyak 260 responden. Teknik analisis data yangdigunakan adalah Structural Equation Model (SEM) dan dengan bantuan softwareAMOS. Teknik pengambilan sample adalah purposive sampling. Hasil dari penelitianmenunjukan bahwa : country of origin image tidak berpengaruh positif terhadapattitude toward brand, brand image berpengaruh positif terhadap attitude towardbrand, E-WOM tidak berpengaruh positif terhadap attitude toward brand, subjectivenorms berpengaruh positif terhadap attitude toward brand, attitude toward brandberpengaruh positif terhadap intention to receive the brand. Penelitian selanjutnyadapat mengembangkan wilayah yang lebih luas lagi bukan hanya dari wilayah Jakartasaja melainkan sekitarnya, melibatkan lebih banyak variabel yang dapatmempengaruhi variabel attitude toward brand seperti variabel credibility yangmemediasi E-WOM terhadap intention to receive the brand.
T This research aims to analyze the antecedents and consequences of consumers attitudein smart-phone brand. Data was obtained by distributing questionnaires offline to 159respondents and online to 101 respondents, with a total of 260 respondents collected.The data analysis technique used is Structural Equation Model (SEM) and with thehelp of AMOS software. The sampling technique used is purposive sampling. Theresults of the research show that: country of origin image has no positive attitudetoward brand, brand image has a positive attitude toward brand, E-WOM has nopositive impact on attitude toward brand, subjective norms has a positive impact onattitude toward brand, attitude toward brand has a positive impact on intention toreceive the brand. Further research can develop a wider area, not only from the Jakartaarea but also the surrounding areas, involving more variabels that can influence theattitude toward brand variables, such as the credibilitiy variable which mediates E—WOM on intention to receive the brand.
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