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Path: Top > S2_Thesis > Magister Manajemen > 2010

Analisis pengaruh ekuitas merek (brand equity) terhadap kepuasan mahasiswa serta implikasinya pada minat mereferensikan

2010
Master Theses from JBPTUNIKOMPP / 2011-08-09 08:26:54
By : Didi Subandi NIM.6110109004, Perpustakaan UNIKOM
Created : 2011-01-27, with 12 files

Keyword : Brand awareness, brand associations, brand perceived quality, kepuasan
Url : http://pasca.unikom.ac.id

Penelitian ini menggunakan alat analisis SEM yang dijalankan melalui program AMOS 18 sebagai alat bantu analisisnya. Dari hasil analisis diketahui bahwa empat hipotesis, hanya tiga hipotesis yang dapat diterima. Brand awareness tidak signifikan mempengaruhi kepuasan mahasiswa, brand associations secara positif dan signifikan mempengaruhi kepuasan mahasiswa, brand perceived quality secara positif dan signifikan mempengaruhi kepausan mahasiswa, kepuasan mahasiswa secara positif dan signifikan mempengaruhi minat mereferensikan.

Description Alternative :

This research use SEM anaysis tool that run through AMOS 18 programs as its anaysis tool. The result of data analysis, discovered that from four hypothesis, only three hypothesis have been excepted. Brand awarenes not significantlly influence students satisfaction, brand associations positively and significantly influence student satisfaction, brand perceived quality positively and significantly influence students satisfaction, studen satisfaction positively and significantly influence reference interest.

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