Hubungan Brand Heritage, Brand Image, Brand Equity dan Brand Loyalty (Studi Kasus Silverqueen)

Anggrestia, Danis Cintiza Anggrestia (2020) Hubungan Brand Heritage, Brand Image, Brand Equity dan Brand Loyalty (Studi Kasus Silverqueen). Ringkasan Skripsi thesis, STIE YKPN.

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Abstract

This study aims to examine the relationship of brand heritage, brand image, brand equity and brand loyalt (Silverqueen case study). The data in this study are primary data, the data collection process is carried out by means of a survey using a questionnaire. In this study, researchers used a sample of 239 respondents. The sampling technique used was purposive sampling. In this study respondents were people who had bought Silverqueen products. To test the research instrument, the reliability and validity tests were carried out. For data analysis techniques using descriptive statistics and SEM (Structural Equation Model) analysis which are operated using the AMOS (Analysis of Moment Structure) program. The results of this study are brand heritage has a positive effect on brand image, brand image has a positive effect on brand equity, brand heritage has a positive effect on brand equity, brand equity has a positive effect on brand loyalty.

Item Type: Thesis (Ringkasan Skripsi)
Additional Information: Skripsi dapat dibaca di Perpustakaan dengan call number ANG h 6727/2020
Uncontrolled Keywords: brand heritage, brand image, brand equity, brand loyalty
Subjects: MANAJEMEN > Manajemen Keuangan
Divisions: Program Sarjana > Ringkasan Skripsi Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 02 Jun 2021 03:20
Last Modified: 02 Jun 2021 03:20
URI: http://repository.stieykpn.ac.id/id/eprint/1167

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