Intergenerational Communication, Country of Origin Dan Word of Mouth Untuk Memprediksi Ekuitas Merek [Intergenerational Communication, Country of Origin and Word of Mouth for Predicting Brand Equity]

Keni Keni, W. Octaviani
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引用次数: 1

Abstract

The purpose of this research are to examine whether intergenerational communication, country of origin, and word of mouth can predict brand equity. The population of this research is smartphone consumers. The sample is of 200 smartphone consumers in Jakarta using online questionnares with the nonprobability sampling technique with convenience sampling. The data analysis used in this study was multiple regression analysis.  The results of this study are intergenerational communication, country of origin and word of mouth are positively and significantly predictors of brand equity. Abstrak dalam Bahasa Indonesia : Penelitian ini dilakukan untuk menganalisis pengaruh komunikasi intergenerasi , country of origin dan word of mouth terhadap ekuitas merek. Populasi dalam penelitian ini adalah para pengguna ponsel pintar di Indonesia. Proses pengambilan data dilakukan dengan menyebarkan kuesioner kepada 200 konsumen ponsel pintar di Jakarta dengan teknik sampling non probabilitas berupa convenience sampling. Setelah data dikumpulkan, data kemudian dianalisis dengan menggunakan metode regresi linear berganda. Berdasarkan hasil analisis data, diperoleh hasil bahwa komunikasi intergenerasi , country of origin and word of mouth memiliki pengaruh positif dan signifikan terhadap ekuitas merek.
代际传播,原产国Dan口碑Untuk Memprediksi Ekuitas Merek[代际传播,预测品牌资产的原产国和口碑]
本研究的目的是检验代际沟通、原籍国和口碑是否可以预测品牌资产。这项研究的对象是智能手机消费者。该样本来自雅加达的200名智能手机消费者,他们使用非概率抽样技术和方便抽样进行在线问卷调查。本研究中使用的数据分析为多元回归分析。[UNK]这项研究的结果是,代际沟通、原籍国和口碑是品牌资产的积极而显著的预测因素。摘要:本研究旨在分析代际沟通、原籍国和口碑对品牌方程的影响。这项研究中的人群是印尼的智能手机用户。数据收集过程是通过使用非概率抽样技术作为方便抽样,向雅加达的200名智能移动客户传播凝聚力来完成的。在收集数据后,使用双线性回归方法对数据进行分析。基于数据分析,得出代际沟通、原籍国和口碑对品牌方程有积极而显著的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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