Suri, Laviana (2016) PENGARUH BRAND PERSONALITY, PERCEIVED QUALITY DAN BRAND PRESTIGE TERHADAP BRAND LOYALTY FASHION BRAND H&M DI JAKARTA DENGAN BRAND ATTITUDE SEBAGAI VARIABEL MEDIATOR. Skripsi thesis, Universitas Tarumanagara.
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Laviana Suri 115120250 JA.pdf Download (643kB) |
Abstract
The purpose of this study are: First, to explore the effect among brand personality, perceived quality and brand prestige on brand loyalty. Second, to explore the effect among brand personality, perceived quality and brand prestige on brand attitude. Third, to explore the effect of brand attitude on brand loyalty. Fourth, to find out if brand atttitude is able to mediate brand personality, perceived quality and brand prestige toward brand loyalty. The population of this research are all H&M customers in Jakarta.The sample of this research are collected from H&M collected from H&M customers in Emporium Mall and Baywalk Mall. The data collection was conducted by distributing questionnaires to 100 respondents. The technique of data analysis used in this study was regression analysis and mediating test to examine the hypothesis. The result are: (a) the relationships between brand personality, perceived quality and brand prestige have a significant and positive effect toward brand loyalty; (b) the relationships between brand personality, perceived quality, and brand prestige have a significant and positive effect toward brand attitude; (c) brand attitude has a positive effect on brand loyalty; (d) brand attitude will mediate the effect among perceived quality and brand prestige on brand loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 04 May 2021 07:12 |
| Last Modified: | 12 May 2023 07:50 |
| URI: | http://repository.untar.ac.id/id/eprint/27535 |
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