Wirija, Muhammad Fikri Fauzan (1552353) (2019) Pengaruh Faktor-Faktor Strategi Perluasan Merek Terhadap Citra Merek (studi pada : Sportswear). Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis adanya pengaruh factor-faktor strategi perluasan merek terhadap citra merek. Penelitian ini menggunakan metode causal explanatory dengan teknik pengambilan sampel purposive sampling. Data ini dikumpulkan dari 157 responden melalui survey berbasis kuesioner dengan kriteria yaitu konsumen yang mengetahui brand sportswear. Hasil penelitian ini menunjukkan bahwa factor-faktor strategi perluasan merek seperti Perceived Quality, Knowledge, Similarity, Attitude, memiliki pengaruh pada citra merek.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Perluasan Merek, Perceived Quality, Knowledge, Similarity, Attitude, Brand Image |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 08 Dec 2021 04:58 |
| Last Modified: | 08 Dec 2021 04:58 |
| URI: | http://repository.maranatha.edu/id/eprint/28956 |
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