Anteseden dan konsekuensi dari brand attitudes pada restoran selebgram di jakarta
Info Katalog
File Repositori
Nomor Panggil : 022002001011
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Aekram Faisal
Subyek : Brand loyalty;Marketing - Management
Kata Kunci : brand authenticity, internet celebrity involvement, brand image, brand attitudes, purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022002001011_Halaman-Judul.pdf | 11 | |
| 2. | 2024_TA_SMJ_022002001011_Lembar-Pengeshan.pdf | 6 | |
| 3. | 2024_TA_SMJ_022002001011_Bab-1-Pendahuluan.pdf | 7 | |
| 4. | 2024_TA_SMJ_022002001011_Bab-2-Tinjauan-Pustaka.pdf | 9 |
|
| 5. | 2024_TA_SMJ_022002001011_Bab-3-Metodologi-Penelitian.pdf | 15 |
|
| 6. | 2024_TA_SMJ_022002001011_Bab-4-Analisis-dan-Pembahasan.pdf | 12 |
|
| 7. | 2024_TA_SMJ_022002001011_Bab-5-Kesimpulan.pdf | 4 | |
| 8. | 2024_TA_SMJ_022002001011_Daftar-Pustaka.pdf | 6 | |
| 9. | 2024_TA_SMJ_022002001011_Lampiran.pdf | 31 |
|
P Penelitian ini bertujuan untuk menganalisis peran pengaruh Brand Authenticity,Internet Celebrity Involvement, dan Brand Image yang di mediasi oleh Brand Attitudesterhadap Purchase Intention. Penelitian ini menggunakan data yang diperoleh melaluikuesioner yang disebar kepada 209 responden. Teknik pengambilan sampel yangdigunakan dalam penelitian ini adalah purposive sampling dengan kriteria yaituindividu yang sering mengunjungi restoran yang dimiliki oleh selebgram denganmetode non-probability sample. Alat analisis yang digunakan adalah StructuralEquation Model (SEM). Hasil penelitian ini dapat disimpulkan bahwa variabel BrandAuthenticity tidak berpengaruh positif terhadap Brand Attitudes, Internet CelebrityInvolvement berpengaruh positif terhadap Brand Attitudes, Brand Image BerpengaruhPositif terhadap Brand Attitudes, dan Brand Attitudes berpengaruh positif terhadapPurchase Intention.
T This research aims to analyze the role of the influence of Brand Authenticity, InternetCelebrity Involvement, and Brand Image mediated by Brand Attitudes on PurchaseIntention. This research uses data obtained through questionnaires distributed to 209respondents. The sampling technique used in this research was purposive samplingwith the criteria being individuals who frequently visit restaurants owned bycelebgrams using a non-probability sample method. The analytical tool used is theStructural Equation Model (SEM). The results of this research can be concluded thatthe Brand Authenticity variable has no positive influence on Brand Attitudes, InternetCelebrity Involvement has a positive influence on Brand Attitudes, Brand Image has apositive influence on Brand Attitudes, and Brand Attitudes has a positive influence onPurchase Intention.
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