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Pengaruh brand alliance terhadap brand equity, brand preference, dan purchase intention pada industri laptop
This research will discuss about the brand alliance marketing strategy and its effects on brand equity, brand preference, and purchase intention in the laptop industry. By conducting experiments on 2 laptop brands and 2 audio system brand that is considered high equity brands and low equity brands into 4 pairs of fictional brand alliance that ASUS / PIONEER, ASUS / PLANTRONICS, CLEVO / PIONEER and CLEVO / PLANTRONICS. This study is using 162 participants that are a member of generation Y whose date of birth is between 1980 and 2000 within the new campus of the University of Indonesia as a research subject. Sampling technique that is used in this research is convenience sampling technique. Data analysis technique that is used in this research is paired t test and linear regression methods. Analysis result shows that post alliance hosts brand equity of the first pair of brand remained stable with the change of (0,047). In the second pair, host brand equity also remains stable with changes of (0,098). The third pair increases the host brand equity by (0,375). Then the last pair increases the host brand equity by (0,357). Regression results indicate that post-alliance brand equity have a positive effect on brand preference and purchase intention. These results shows that brand alliance can increase brand equity of laptop brands who implement this strategy.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8524 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia., 2013 |
|---|---|
| Edisi | - |
| Subjek | Marketing strategy Brand equity Purchase intention Brand Preference Brand alliance Laptop |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiv, 130 p. : diagr. ; 30 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |