ANTESEDEN DAN KONSEKUENSI KOMUNITAS MEREK PMI

Widiastari, Marinda Dwi (2020) ANTESEDEN DAN KONSEKUENSI KOMUNITAS MEREK PMI. Skripsi thesis, Universitas Setia Budi.

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Abstract

This study aims to examine the perceived quality of the brand community psychological expectations. The uniqueness of a brand is influenced by the psychological understanding of the brand community. A high psychological understanding of the brand community can affect positive word of mouth communication The data was obtained through a questionnaire distributed to the PMI Surakarta branch community. The sampling technique used was purposive sampling of 200 respondents. Hypothesis testing uses Structural Equation Modeling (SEM) analysis. The results show that perceived quality has a positive effect on the psychological understanding of brand communication, brand uniqueness has a positive effect on psychological understanding of the community, psychological understanding of brand community has a positive effect on word of mouth communication. Keywords: Perceived Quality, Brand Uniqueness, Psychological Understanding of Brand Communities, Positive Talkative Getok Communication

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Perceived Quality, Brand Uniqueness, Psychological Understanding of Brand Communities, Positive Talkative Getok Communication
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi > Prodi S1 Manajemen
Depositing User:	Tifany Nur Arfiana
Date Deposited:	16 Jun 2022 07:20
Last Modified:	16 Jun 2022 07:20
URI:	http://repo.setiabudi.ac.id/id/eprint/4914

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