Naida, Andi Muhtabillah (2021) Analisis Pengaruh Brand Coolness terhadap Brand Image (Studi Kasus Pengguna Footwear Merek Vans). Ringkasan Skripsi thesis, STIE YKPN.
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Ringkasan Skripsi Andi Muhtabilah Naida 211629037.pdf Download (759kB) |
Abstract
Lifestyle is a part that is included in the secondary needs of humans, and the lifestyle can change due to the times or the urge from within a person to change his lifestyle. Lifestyle can be assessed in several ways depending on the assessment of the point of view of others, because some people have certain choices about what is consumed or used. Lifestyle can be reflected in how to dress, how someone's habits, and other reflections. Lifestyle reflects a person's preference or orientation which then builds values in his life. One reflection of a person's lifestyle is the choice of a brand (brand) before buying a product. This research method is quantitative research with data collection techniques through distributing questionnaires to 101 respondents using Vans footwear users using the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression analysis. The results of the Rebellious study have a significant effect on Footwear Users with the Vans Brand. High status high status has a significant effect on Vans Footwear Users with the vans brand. popularity has a significant effect on Footwear Users for the Vans Brand. subculture has a significant effect on Footwear Users for the Vans Brand and iconic has a significant effect on Footwear Users for the Vans Brand. Based on the results of the coefficient of determination, the coefficient of determination (Adjusted R2) shows that rebellious, popularity, subculture, and iconic variables only have an effect on 78.7% of Footwear users, the remaining 21.3% is explained by other variables not included in this study.
| Item Type: | Thesis (Ringkasan Skripsi) |
|---|---|
| Additional Information: | Skripsi dapat dibaca di Perpustakaan dengan call number NAI a 6964/2021 |
| Uncontrolled Keywords: | rebellious, high status, popularity, subculuture, Iconic, dan brand image |
| Subjects: | MANAJEMEN > Pemasaran dan Periklanan |
| Divisions: | Program Sarjana > Ringkasan Skripsi Manajemen |
| Depositing User: | Unnamed user with email webmaster@stieykpn.ac.id |
| Date Deposited: | 22 Dec 2022 06:49 |
| Last Modified: | 22 Dec 2022 06:49 |
| URI: | http://repositorybaru.stieykpn.ac.id/id/eprint/386 |
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