Pengaruh Perceived Personalization Terhadap BrandUsage Intent Yang Di Mediasi Customer Brand Identification, Dan Self-brand Connection Pada Handphone Redmi

Setiawan, Sony and , Kussudyarsana, S.E., M.Si., Ph.D. (2022) Pengaruh Perceived Personalization Terhadap BrandUsage Intent Yang Di Mediasi Customer Brand Identification, Dan Self-brand Connection Pada Handphone Redmi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to examine and analyze the effect of Perceived Personalization, Customer Brand Identification, and Self-Brand Connection on Brand Usage Intent. The population of this research is the people of Soloraya and the sample in this study is 150 respondents. The type of data used in this study is primary data. Methods of collecting data using a questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. The results showed that there was a positive and significant effect of Perceived Personalization, Customer Brand Identification, and Self-Brand Connection on Brand Usage Intent.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Perceived Personalization, Customer Brand Identification, SelfBrand Connection, Brand Usage Intent
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: SONY SETIAWAN
Date Deposited: 08 Aug 2022 03:49
Last Modified: 08 Aug 2022 03:49
URI: http://eprints.ums.ac.id/id/eprint/102684

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