NURMALITA SEKAR RATRI (2023) PENGARUH PERCEIVED INFLUENCE, BRAND ENGAGEMENT IN SELF-CONCEPT DAN BRAND EXPECTED VALUE TERHADAP BEHAVIORAL INTENTION. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh perceived influence, brand engagement in self-concept dan brand expected value terhadap behavioral intention. Penelitian ini menggunakan data primer dengan jumlah sampel sebanyak 264 responden dengan metode non probability sampling dan teknik pengambilan sampel menggunakan metode purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner di Google Form. Analisis data yang digunakan adalah uji pengaruh dengan metode pengujian Structural Equation Modeling (SEM), didukung dengan program AMOS versi 18. Hasil penelitian menunjukam bahwa perceived influence, brand engagement in self-concept dan brand expected value memiliki pengaruh langsung yang positif dan signifikan terhadap behavioral intention.

Dosen Pembimbing: Indah Fatmawati, Dr., S.E., M.Si. | NIDN0516086901
Item Type: Thesis (S1)
Uncontrolled Keywords: Perceived Influence, Brand Engagement in Self-Concept, Brand Expected Value, Behavioral Intention
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: M. Erdiansyah
Date Deposited: 06 Nov 2023 06:53
Last Modified: 06 Nov 2023 06:53
URI: https://etd.umy.ac.id/id/eprint/42799

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