PENGARUH PEREMAJAAN VISUAL MELALUI LOGO MEREK TERHADAP NIAT BELI KONSUMEN ( Studi pada Mahasiswi Universitas Sebelas Maret Surakarta )

ARITONANG, OIDO A (2017) PENGARUH PEREMAJAAN VISUAL MELALUI LOGO MEREK TERHADAP NIAT BELI KONSUMEN ( Studi pada Mahasiswi Universitas Sebelas Maret Surakarta ). Other thesis, Universitas Sebelas Maret.

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    Abstract

    ABSTRACT THE EFFECT OF VISUAL REJUVENATION THROUGH BRAND LOGO ON CONSUMERS’ PURCHASING INTENTION (A Study On The Students of Sebelas Maret University Surakarta) By: Oido Arianto Aritonang F0213073 This research aims to study: 1) the effect of logo attractiveness on brand attitude, 2) the effect of logo complexity on brand attitude, 3) the effect of logo appropriateness on brand attitude, 4) the effect of logo familiarity on brand attitude, 5) the effect of logo modernity on brand attitude, and 6) the effect of brand attitude on purchase intention. This research was conducted in Surakarta Sebelas Maret University. The data of research respondent was collected using non-probability and purposive sampling techniques. The respondents of research were the students of Surakarta Sebelas Maret University knowing Softex brand and intending to purchase it. The objective of research was to find out which logo characteristics affects brand attitude, and the effect of brand attitude on purchasing intention on Softex brand. The test instrument used in this research was SmartPLS3. The result of research showed that: 1) logo attractiveness affects brand attitude, 2) logo complexity does not affect brand attitude, 3) logo appropriateness affects brand attitude, 4) logo familiarity affects brand attitude, 5) logo modernity affects brand attitude, and 6) brand attitude affects purchase intention. This study has a limitation: the object studied was only one brand, Softex with limited observation field in Surakarta Sebelas Maret University. For that reasons, the author recommended the future research to compensate the weakness of this research. Keywords: brand rejuvenation, logo attractiveness, logo complexity, logo appropriateness, logo familiarity, logo modernity, brand attitude, purchase intention.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
    Depositing User: Gun Gun Gunawan
    Date Deposited: 28 Aug 2017 10:26
    Last Modified: 23 Jan 2018 01:16
    URI: https://eprints.uns.ac.id/id/eprint/34217

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