Pengaruh City Branding pada Brand Attitude (Studi pada : Masyarakat Kota Bandung)

Septianto, Mario Hadi (1252142) (2016) Pengaruh City Branding pada Brand Attitude (Studi pada : Masyarakat Kota Bandung). Undergraduate thesis, Universitas Kristen Maranatha .

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh City Branding pada Brand Attitude. Berdasarkan tujuan penelitian maka jenis penelitian yang di gunakan adalah causal explanatory dalam penelitian ini metode yang digunakan untuk penentuan sampel adalah non probability sampling. Responden dalam penelitian ini sebanyak 682 orang yang merupakan mahasiswa pendatang di Kota Bandung. Metode pengujian hipotesis menggunakan metode regresi linear berganda dan pengujian dilakukan dengan menggunakan SPSS 16.0 dengan hasil penelitian sebagai berikut: Indikator Nature, Cultural Activities, Social Bonding memberikan pengaruh pada City Branding, sedangkan Networking dan Transpot tidak memberikan pengaruh pada City Branding.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Nature, Social Bonding, Cultural Activities, Transport, Networking dan Brand Attitude to Living.
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: 23 Aug 2016 02:38
Last Modified: 23 Aug 2016 02:38
URI: http://repository.maranatha.edu/id/eprint/20841

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