Pengaruh Experiential Marketing, Emotional Branding, dan Variety Seeking terhadap Perilaku Brand Switching Konsumen Giggle Box

Gunawan, Kristine (0952037) (2013) Pengaruh Experiential Marketing, Emotional Branding, dan Variety Seeking terhadap Perilaku Brand Switching Konsumen Giggle Box. Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Experiential Marketing, Emotional Branding dan Variety Seeking terhadap perilaku Brand Switching konsumen Giggle Box cafe & resto. Penelitian ini menggunakan metode deskriptif dan survey explanatory dengan Experiential Marketing, Emotional Branding dan Variety Seeking sebagai variabel independen dan perilaku Brand Switching sebagai variabel dependen. Data sampel primer mengambil 100 responden dari konsumen Giggle Box di Bandung menggunakan metode purposive sampling. Skala yang digunakan dalam penelitian ini adalah skala Likert dengan skala interval. Analisis pengaruh antara keempat variabel tersebut akan dijelaskan oleh analisis regresi linier berganda. Hasil penelitian ini membuktikan bahwa Experiential Marketing dan Variety Seeking Giggle Box cafe & resto berpengaruh positif signifikan terhadap perilaku Brand Switching konsumen. Sedangkan Emotional Branding berpengaruh negatif terhadap perilaku Brand Switching konsumen

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Experiential Marketing, Emotional Branding, Variety Seeking, Brand Switching, Giggle Box Cafe & Resto, Perilaku Konsumen
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: 19 Jun 2015 09:01
Last Modified: 16 Feb 2016 06:52
URI: http://repository.maranatha.edu/id/eprint/13347

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