Trinindia, Egit (2024) Pengaruh Merek Ekspresi Diri, Citra Merek dan Keaslian Merek Terhadap Kecintaan Merek Ms Glow di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This research aims to analyze and identify the influence of self-expression, brand image and brand authenticity on the love of the Ms Glow brand for students in the city of Surabaya. Research was conducted on consumers or customers who had made purchases at Ms Glow in the last few months with a total population of 105 people. The sample used was only 100 respondents because some samples did not match the criteria. Data collection techniques used were questionnaires via Google forms and conventional ones directly. Variable measurement uses a Likert scale with a scale of 1-7 and analysis for data processing uses the multiple linear regression method with the SPSS ver. 25. The research results show that there is an influence of Self-Expression, Brand Image and Brand Authenticity on the Love of the Ms Glow Brand for Students in the City of Surabaya. Keywords: Self-Expression, Brand Image, Brand Authenticity and Brand Love
| 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: | EGIT TRININDIA |
| Date Deposited: | 11 Jul 2024 02:17 |
| Last Modified: | 11 Jul 2024 02:17 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12635 |
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