Analisis elemen brand association (perceived value, brand personality, organization association) terhadap brand image gamequarters vanguard di Surabaya

Suhariyanto, Tantomo (2008) Analisis elemen brand association (perceived value, brand personality, organization association) terhadap brand image gamequarters vanguard di Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

[img]
Preview
Text (ABSTRAK)
Abstrak.pdf

Download (207kB) | Preview
[img]
Preview
Text (BAB 1)
Bab 1.pdf

Download (171kB) | Preview
[img] Text (BAB 2)
Bab 2.pdf
Restricted to Registered users only

Download (458kB)
[img] Text (BAB 3)
Bab 3.pdf
Restricted to Registered users only

Download (115kB)
[img] Text (BAB 4)
Bab 4.pdf
Restricted to Registered users only

Download (218kB)
[img] Text (BAB 5)
Bab 5.pdf
Restricted to Registered users only

Download (493kB)
[img] Text (BAB 6)
Bab 6.pdf
Restricted to Registered users only

Download (103kB)
[img]
Preview
Text (BAB 7)
Bab 7.pdf

Download (97kB) | Preview
[img]
Preview
Text (LAMPIRAN)
Lampiran.pdf

Download (519kB) | Preview

Abstract

Analysis the elements of brand association (perceived value, brand personality, organization association) to brand image GameQuarters Vanguard in Surabaya uses independent variable (perceived value, brand personality, brand organization association) and dependent variable (brand image), which is the purposes are to analyze the influence (simultant and partial) from independent variable to dependent variable using hypothesis test and regression multiple analysis to know which independent variable have a dominant influence to dependent variable. Sampling has taken 100 respondents by non random with purposive sampling. Based on regression multiple analysis, Y = -1.052 + 0.568 X1 + 0.228 X2 + 0.518 X3 + e. Independent variable which have dominant influence to dependent variable is perceived value (X1), after that organization association (X3) and brand personality (X2). All of the independent variable (perceived value, brand personality, organization association) have a partial influence, also simultant influence (84,4%) to dependent variable (brand image), the residue (15,6%) is influenced by other variable out of 3 independent variable that have been researched.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Perceived value, brand personality, organization association, brand image
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:18
Last Modified: 26 Jun 2015 08:18
URI: http://repository.wima.ac.id/id/eprint/2744

Actions (login required)

View Item View Item