Pengaruh Identitas Merek, Kredibilitas Merek terhadap Komunikasi Mulut ke Mulut dengan Pemediasi Komitmen Merek Sepatu Adidas di Surabaya

HANJAYA, YAHYA KURNIA (2018) Pengaruh Identitas Merek, Kredibilitas Merek terhadap Komunikasi Mulut ke Mulut dengan Pemediasi Komitmen Merek Sepatu Adidas di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Purpose of this study is analyzing the influence of brand identity and brand credibility toward mouth-to-mouth communication with intervening brand commitment on shoes of Adidas in Surabaya. This research is a quantitative one with descriptive method. Source of data were questionnaires measured by Likert scale. The population is all user of shoes Adidas who live in Surabaya. The sample was as many as 100 people determined by purposive sampling technique. Techniques of data analysis in this research was Warp-Partial Least Square. The results showed that brand identity has a directly positive and significant effect toward brand commitment of the Adidas brand in Surabaya. Brand credibility has a directly positive and significant effect toward brand commitment. Brand commitment has a directly positive and significant effect toward word of mouth communication. Brand commitment partially mediate the effect of brand credibility toward mouth to mouth communication. This effect of brand credibility is significant toward mouth to mouth communication, thus this effect will increase as long as effect of brand commitment. Keywords: Brand Identity, Brand Credibility, Mouth to Mouth Communication, Brand Commitment, Adidas.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 12 Mar 2019 03:25
Last Modified: 12 Mar 2019 03:25
URI: http://eprints.perbanas.ac.id/id/eprint/4178

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