PENGARUH BRAND PERSONALITY TERHADAP BRAND AWARENESS, BRAND TRUST, dan BRAND LOYALTY SEPATU OLAHRAGA BRAND ADIDAS DI SURABAYA
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Abstract
Abstrak - Tujuan penelitian adalah untuk menguji pengaruh brand personality reponsible, brand personality responsibility terhadap brand awarenes, brand trust, dan brand loyalty pada sepatu olahraga ‘Adidas’ . analisis dalam penelitian ini menggunakan metode structural equation modeling (SEM). Objek penelitian ini adalah pembeli sepatu olahraga, minimal sebanyak 2x dalam setahun terakhir, memiliki pendidikan terakhir SMA/SMK sederajat. Responden yang diteliti dalam penelitian ini sejumlah 140 orang. Penggolahan data menggunakan data menggunakan perangkat lunak SPSS Statistics versi 18 windows untuk sistem operasi dan Amos versi 22 windows.
Hasil penelitian ini menunjukkan bahwa brand personality responsible berpengaruh positif dan sgnifikan terhadap brand awareness, brand personality active berpengaruh positif signifikan terhadap brand awareness, brand personality responsible berpengaruh positif signifikan terhadap brand trust, brand personality active tidak terdukung terhadap brand trust, brand personality responsible berpengaruh positif signifikan terhadap brand loyalty, dan brand personality active tIDak terdukung terhadap brand loyalty.
Kata kunci: brand personality responsible, brand personality active, brand awareness, brand trust, brand loyality.
Abstract - The aim of the study is to test responsible brand personality, brand personality responsibilities to brand awarenes, brand trust, and brand loyalty to 'Adidas' sports shoes. analysis in this research using structural equation modeling (SEM) method. The object of this study is, at least 2x minimum in the last total, have the last education SMA / SMK equal. Respondents studied in this study were 140 people. Data penggolahan use data using SPSS Statistics software version 18 windows for the operating system and Amos version 22 windows.
The results of this study indicate that brand personality is positively responsible and significant to brand awareness, brand personality that is positively significant to brand awareness, responsible brand personality, significant positive for brand trust, active brand personality not supported by brand trust, brand personality which are positively responsible for brand loyalty, and active brand personality is not supported by brand loyalty.
Keywords: Responsible Brand Personality, Brand Active Personality, Brand Awareness, Brand Trust, Brand Loyalty
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