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Analisis pengaruh normative influence terhadap brand consciousness serta implikasinya terhadap repurchase intention melalui perceived quality dan emotional value: telaah pada konsumen uniqlo di indonesia

Valencia, Claudia (2014) Analisis pengaruh normative influence terhadap brand consciousness serta implikasinya terhadap repurchase intention melalui perceived quality dan emotional value: telaah pada konsumen uniqlo di indonesia. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Penelitian ini dilakukan untuk mencari pengaruh antara normative influence, brand consciousness, perceived quality, emotional value terhadap repurchase intention dalam industri fashion. Peneliti menggunakan penelitian kuantitatif yaitu dengan cara melakukan penyebaran kuesioner secara online kepada konsumen yang telah berbelanja di UNIQLO selama 1 bulan terakhir. Hasil analisis menunjukkan bahwa terdapat pengaruh antara normative influence dan brand consciousness, penelitian ini juga menemukan bahwa brand consciousness memiliki pengaruh terhadap emotional value, perceived quality memiliki pengaruh terhadap emotional value dan repurchase intention. Selain itu, emotional value terbukti memiliki pengaruh terhadap repurchase intention. Namun, brand consciousness tidak memberikan pengaruh pada perceived quality. Penelitian mengenai faktor-faktor normative influence, brand consciousness, perceived quality, emotional value dan repurchase intention, diharapkan dapat menjadi masukan dalam industri fashion, serta dapat menjadi contoh untuk penelitian selanjutnya dalam meneliti variabel yang sama pada industri lainnya.

Item Type: Thesis (Bachelor Thesis)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HD59-59.9 Marketing and Publicity > HD59.2 Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HD59-59.9 Marketing and Publicity > HD59.9 Brand
Divisions: Fakultas Bisnis > Program Studi Manajemen
Depositing User: mr admin umn
Date Deposited: 06 Jul 2017 04:28
Last Modified: 14 Aug 2017 10:14
URI: http://kc.umn.ac.id/id/eprint/586

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