Muhannad, Muftin Assad (2023) Pengaruh Brand Personality dan Self-Concept terhadap Brand Engagement pada Customer produk Kamera DSLR Canon di PT. Datascrip Kota Bandung. Other thesis, Universitas Komputer Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengatahui Brand Personality dan Self-Concept terhadap Brand Engagement pada Customer produk Kamera DSLR Canon di PT. Datascrip Kota Bandung. Penelitian ini dilakukan dengan pendekatan Kuantitatif dengan metode penelitian deskriptif dan verifikatif. Permasalahan dalam kajian ini yaitu bagaimana pengaruh Brand Personality dan Self-Concept terhadap Brand Engagement baik secara parsial maupun simultan. Pengumpulan data primer dilakukan dengan menyebar kuesioner pada sampel sebanyak 84 konsumen produk kamera DSLR di PT.Datascrip kota bandung. Metode analisis yang digunakan dalam penelitian ini adalah metode analisis regresi linier berganda. Hasil penelitian menunjukan bahwa Brand personality dan Self-Concept berpengaruh signifikan terhadap Brand Engagement konsumen produk kamera DSLR di PT.Datascrip kota bandung. Sedangkan pengujian secara simultan variabel Brand personality dan Self-Concept, berpengaruh terhadap Brand Engagement
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Brand personality, Self-Concept, Brand Engagement |
| Subjects: | 600 TECHNOLOGY > Management & Auxiliary Services H Social Sciences > HB Economic Theory |
| Divisions: | S1 Skripsi > Manajemen |
| Depositing User: | Mia Hayati Kosasih |
| Date Deposited: | 21 Feb 2024 07:15 |
| Last Modified: | 21 Feb 2024 07:15 |
| URI: | http://elibrary.unikom.ac.id/id/eprint/9188 |
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