Andrea, Grace (2018) Pengaruh brand equity, brand relationship, dan brand resonance terhadap repurchase intention laptop asus. Masters thesis, Universitas Tarumanagara.
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Abstract
The purpose of this research was to determine the effect brand equity, brand relationship and brand resonance ASUS brand products repurchase intention. The type used in this research is descriptive method that is using method with fact finding through proper interpretation. Population in this research is people who have or are X brand products. The method used in sampling is non-probability sampling method with purposive sampling technique which is a sampling technique by selecting sampling unit on the basis of certain criteria. The period of questionnaire taking starts in MaySeptember 2017. The data obtained will be analyzed using Structural Equation Modeling (SEM). The result of this research indicates Brand Equity have significant effect to Repurchase Intention on product ASUS X with Brand Resonance and Brand Relationship as intervening variable at significance 5%. In addition, Brand Resonance has a significant effect on Repurchase Intention, Brand Equity has a significant effect on Brand Resonance, Brand Equity has a significant effect on Brand Relationship. But there is no significant effect from Brand Relationship to Repurncase Intention. Advice that given to the ASUS Company need to boost up relationship to satisfy customer by waranty and service so that customer who ASUS products will talk to people through word of mouth and repurchase the brand.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | Tesis Tesis > Pascasarjana |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Puskom untar untar |
| Date Deposited: | 03 Jul 2018 02:05 |
| Last Modified: | 11 May 2021 18:35 |
| URI: | http://repository.untar.ac.id/id/eprint/2486 |
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