Record Details

CITY BRANDING DI JEMBER : ANALISIS PERSPEKTIF DARI PENGUNJUNG

Business and Finance Journal

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Field Value
 
Title CITY BRANDING DI JEMBER : ANALISIS PERSPEKTIF DARI PENGUNJUNG
 
Creator Prasetya, Ardian Jaya
Laksono, Yunanto Tri
Candraningrat, Candraningrat
 
Subject City Branding
Attitudes affect Brands
Brand Image
Brand Equity
Brand Preference
 
Description This study aims to analyze the effect of brand attitude and brand image on brand preference through mediating brand equity.  The data collection technique used was a survey through a questionnaire given to respondents.  The population determined in this study is people who have visited the City of Jember.  The samples taken in this study were 130 people.  The data analysis technique used is Partial Least Square (PLS) using SmartPLS 2.0 software.  This study provides several results, among others: 1) The attitude of influencing the brand does not have a significant positive effect on brand preference;  2) Brand image has a significant positive effect on brand preference;  3) The attitude of influencing the brand has a significant positive effect on brand equity;  4) Brand image has a significant positive effect on brand equity;  5) Brand equity has no significant positive effect on brand preference;  6) The attitude of influencing the brand indirectly has no significant positive effect on brand preference through brand equity;  7) Brand image indirectly has a significant positive effect on brand preference through brand equity.
 
Publisher UNUSA Press
 
Date 2021-04-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://journal2.unusa.ac.id/index.php/BFJ/article/view/1975
10.33086/bfj.v6i1.1975
 
Source Business and Finance Journal; Vol. 6 No. 1 (2021): Business and Finance Journal; 13-20
Jurnal Bisnis dan Keuangan; Vol 6 No 1 (2021): Business and Finance Journal; 13-20
2477-393X
2527-4872
10.33086/bfj.v6i1
 
Language eng
 
Relation https://journal2.unusa.ac.id/index.php/BFJ/article/view/1975/1303
 
Rights Copyright (c) 2021 Ardian Jaya Prasetya, Yunanto Tri Laksono, Candraningrat Candraningrat
https://creativecommons.org/licenses/by-sa/4.0