Analisis Brand Resonance Pada Produk Iphone di Solo Raya

Wianza, Gabrielia Frista Nanda and , Dr. Moechammad Nasir, S. E., M. M (2022) Analisis Brand Resonance Pada Produk Iphone di Solo Raya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze and discuss the effect of behavioral loyalty, attitudinal attachement, sense of community, and active engagement on brand resonance to iPhone products in Solo Raya. The population in this study are all consumers who use Iphone in Solo Raya of 200 respondents. Data collection techniques through the distribution of questionnaires. Data analysis in this study used Smart PLS versions 3.0. the sampling technique in this study uses purposive sampling and data testing techniques used in this study include the outer model consisting of convergent validity, discriminant validity, composite reliability, cronbach’s alpha and multicollinearity test as well as the inner model consisting of coefficient determination, goodness of fit, effect size test (f2) and hypothesis testing. The results of this study indicate that 1) behaviorall loyalty has no significant effect on brand resonance. 2) attitudinal attachment has a significant effect on brand resonance. 3) sense of community has no significant effect on brand resonance. 4) active engagement has a significant effect on brand resonance.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	behavioral loyalty, attitudinal attachment, sense of community, active engagement, brand resonance.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	GABRIELIA FRISTA NANDA WIANZA
Date Deposited:	22 Jun 2022 04:13
Last Modified:	22 Jun 2022 04:13
URI:	http://eprints.ums.ac.id/id/eprint/101052

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