Pengaruh Status Consumption terhadap Involvement, Innovativeness, dan Brand Loyalty serta Dampaknya pada Price Sensitivity

Marlliano, Reo (2012) Pengaruh Status Consumption terhadap Involvement, Innovativeness, dan Brand Loyalty serta Dampaknya pada Price Sensitivity. Jurnal thesis, STIE YKPN.

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Abstract

This study aimed to examine effect of status consumption on involvement, innovativeness, and brand loyalty as well as their impact on price sensitivity. The research method used is survey method to 140 students in Yogyakarta which is last time buying clothes (other than uniforms or work) for less than three months ago. Students who were respondents in the study were graduate students in Yogyakarta. This hypothesis testing by SEM (Structural Equation Model) with the program Amos 16.0. The results of this study generally can be conclude that status consumption have positive influence to clothing involvement, clothing innovativeness, and brand loyalty. Clothing involvement have positive influence to clothing innovativeness, but clothing innovativeness not have positive influence to brand loyalty. Clothing involvement and clothing innovativeness not have negative influence to price sensitivity. Brand loyalty have positive influence to price sensitivity.

Item Type: Thesis (Jurnal)
Additional Information: Tesis dapat dibaca di Perpustakaan dengan call number MAR p 225/2012
Uncontrolled Keywords: status consumption, involvement, innovativeness, brand loyalty, price sensitivity
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 31 Jul 2019 09:00
Last Modified: 31 Jul 2019 09:00
URI: http://repository.stieykpn.ac.id/id/eprint/473

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