PENGARUH INTERGENERATIONAL COMMUNICATION, COUNTRY OF ORIGIN DAN WORD OF MOUTH TERHADAP BRAND EQUITY PENGGUNA SMARTPHONE XIAOMI DI JAKARTA: BRAND AWARENESS SEBAGAI VARIABEL MEDIASI

Octaviani, Widya (2017) PENGARUH INTERGENERATIONAL COMMUNICATION, COUNTRY OF ORIGIN DAN WORD OF MOUTH TERHADAP BRAND EQUITY PENGGUNA SMARTPHONE XIAOMI DI JAKARTA: BRAND AWARENESS SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.

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Abstract

The purposes of this research are to examine whether 1) intergenerational communication, country of origin and word of mouth can influence brand equity of Xiaomi smartphone’s consumers in Jakarta, 2) intergenerational communication, country of origin and word of mouth can influence brand awareness of Xiaomi smartphone’s consumers in Jakarta, 3) brand awareness can influence brand equity of Xiaomi smartphone’s consumers in Jakarta and 4) brand awareness can mediate intergenerational communication, country of origin and word of mouth on brand equity of Xiaomi smartphone’s consumers in Jakarta. The populations of this research are Xiaomi smartphone’s consumers in Jakarta. The samples are 200 respondents by online questionnaires with the nonprobability sampling technique with convenience sampling. Overall, the results of this study are 1) intergenerational communication, country of origin and word of mouth are positively and significantly affected on brand equity of Xiaomi smartphone’s consumers in Jakarta, 2) intergenerational communication, country of origin and word of mouth are positively and significantly affected on brand awareness of Xiaomi smartphone’s consumers in Jakarta, 3) brand awareness is positively and significantly affected on brand equity of Xiaomi smartphone’s consumers in Jakarta and 4) brand awareness can mediate the positive effect intergenerational communication, country of origin and word of mouth on brand equity of Xiaomi smartphone’s consumers in Jakarta.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	03 May 2021 05:01
Last Modified:	03 May 2021 05:01
URI:	http://repository.untar.ac.id/id/eprint/27098

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