Fattah, Luthfya (2021) Pengaruh Asosiasi Merek, Loyalitas Merek, Kesadaran Merek, dan Citra Merek terhadap Ekuitas Merek pada Aplikasi GO-JEK. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
Today’s mobile apps in Indonesia are of great interest to the public. Evidence of all that can happen is that people are currently using mobile applications to help them run day to day activities. The mobile application currently of public interest is a GO-JEK application, which in those GO-JEK can either help or serve the consumer. The purpose of this study is to test and analyze the influence of brand associations, brand loyalty, brand awareness, and brand image on brand equity in the GO-JEK applications. The data has collected from 113 respondents using questionnaires. The respondents are the user of a GO-JEK app. Data is prepared using a structural equation modeling (SEM) method with the help of a smartpls 3 computer application. Analysis with SEM states the structural model correspond with the observed model. Brand’s association have a positive but insignificant impact on their equity. Brand loyalty have a significant positive effect on their equity. Brand awareness have positive but insignificant impact on their equity. While the brand image has a negative but insignificant impact on their equity. The implications of this study are used as an input for the GO-JEK applications to eventually improve on what needs to be done, and a GO-JEK application can also be innovative in developing features and services already on a GO-JEK application will feel more comfortable using a GO-JEK application and thus the user of the GO-JEK application can continue to increase. Keywords: Brand Association, Brand Loyalty, Brand Awareness, Brand Image, Brand Equity.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | LUTHFYA FATTAH |
| Date Deposited: | 01 Oct 2021 06:45 |
| Last Modified: | 01 Oct 2021 06:45 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8225 |
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