PENGARUH KESADARAN MEREK, ASOSIASI MEREK, DAN KUALITAS PERSEPSIAN PADA NIAT BEROBAT YANG DIMEDIASI OLEH EKUITAS MEREK

HIDAYATI, WAHYU PUTRI NUR (2019) PENGARUH KESADARAN MEREK, ASOSIASI MEREK, DAN KUALITAS PERSEPSIAN PADA NIAT BEROBAT YANG DIMEDIASI OLEH EKUITAS MEREK. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

This study aims to test brand equity in mediating the effect of brand awareness, brand association, and perceived quality on treatment intention. Brand awareness, brand association, and perceived quality can create brand equity that encourages treatment intention. Brand awareness, brand association, and perceived quality will have a positive impact on consumers in the form of increasing brand equity and consumer treatment intentions. Data obtained through questionnaires distributed to consumers in Surakarta. The sampling technique used was purposive sampling with a population of people who had never been treated at Hermina Surakarta Hospital as many as 200 respondents. Hypothesis testing is done using SEM analysis. The results of this study indicate that brand awareness has a significant effect on brand equity, brand association has a significant effect on brand equity, perceived quality has no significant effect on brand equity, and brand equity has no significant effect on treatment intention. Keywords: brand awareness, brand association, perceived quality, brand equity, treatment intention.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	kesadaran merek, asosiasi merek, kualitas persepsian, ekuitas merek, niat berobat.
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi > Prodi S1 Manajemen
Depositing User:	Mrs NOVI HANDAYANI
Date Deposited:	01 Nov 2019 03:35
Last Modified:	01 Nov 2019 03:35
URI:	http://repo.setiabudi.ac.id/id/eprint/3598

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