Pengaruh Brand Personality pada Brand Attractiveness: Brand Association sebagai Variabel Mediasi (Studi Kasus: KFC Bandung)

Diyono, Cintya Stelly (0752106) (2011) Pengaruh Brand Personality pada Brand Attractiveness: Brand Association sebagai Variabel Mediasi (Studi Kasus: KFC Bandung). Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Perusahaan yang mempunyai brand attractiveness dapat menarik minat konsumen dalam pembelian suatu produk atau jasa bahkan menjaga hubungan jangka panjang antara perusahaan dan konsumen. Brand attractiveness dipengaruhi oleh brand personality dan brand association. Penelitian ini bertujuan untuk mengetahui pengaruh brand personality pada brand attractiveness: brand association sebagai variabel mediasi. Penelitian menggunakan 645 responden yang pernah mengunjungi, membeli, dan mengkonsumsi KFC Bandung. Instrumen penelitian variabel brand personality diadopsi dari Aaker (1997) dalam Tjiptono, Chandra, Diana (2004); brand association diadopsi dari Yoo, Donthu, Lee (2000); dan brand attractiveness diadopsi dari Kim, Han, Park (2001) & Berthon, Ewing, Hah (2005). Penelitian menggunakan metode analisis jalur dengan alat bantu SPSS versi 11.5. Hasil penelitian menunjukkan bahwa brand personality dimensi excitement memiliki pengaruh langsung terbesar pada brand attractiveness.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: brand attractiveness, brand personality, dimensi brand personality, brand association
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > 52 Management Department
Depositing User: Perpustakaan Maranatha
Date Deposited: 08 Jul 2015 06:52
Last Modified: 04 Feb 2016 03:49
URI: http://repository.maranatha.edu/id/eprint/14020

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