FAKTOR-FAKTOR YANG MEMPENGARUHIKEBERHASILAN PERLUASAN MEREK (
BRAND EXTENSION
) PADA MEREK ABC BERDASARKANEVALUASI KONSUMEN DI KABUPATEN GARUT
Disusun oleh:
Hedi CupiadiNPM. 3402503100
UNIVERSITAS GARUTFAKULTAS EKONOMIPROGRAM STUDI MANAJEMEN2008
DAFTAR ISI
DAFTAR ISI
................................................................................................i
DAFTAR GAMBAR
..................................................................................iii
DAFTAR TABEL
......................................................................................iv
BAB I PENDAHULUAN
............................................................................11.1Latar Belakang Penelitian .......................................................11.2Identifikasi Masalah ..................................................................91.3Maksud dan Tujuan Penelitian ..................................................101.3.1 Maksud Penelitian ..........................................................101.3.2 Tujuan Penelitian ...........................................................101.4Kegunaan Penelitian ..................................................................111.5Pembatasan Masalah ................................................................111.6Kerangka Pemikiran dan Hipotesis Penelitian ........................121.6.1 Kerangka Pemikiran .......................................................121.6.2 Hipotesis .........................................................................231.7Objek dan Metodelogi Penelitian .............................................261.7.1 Objek Penelitian .............................................................261.7.2 Metode Yang Digunakan ..............................................271.7.3 Jenis Penelitian ...............................................................281.7.4 Variabel Penelitian dan Operasionalisasi Variabel ........281.7.5 Jenis dan Sumber Data ..................................................301.7.6 Teknik Pengambilan Populasi dan Sampel ....................31
1.7.7 Teknik Pengumpulan Data ............................................341.7.8 Teknik Pengolahan Data ................................................341.7.8.1 Pengukuran Data .............................................341.7.8.2 Transformasi Data Ordinal ke Interval ...........351.7.8.3 Uji Validitas Alat Ukur ...................................361.7.8.4 Uji Reliabilitas Alat Ukur ...............................371.7.9 Metode Analisis Data ...................................................381.7.9.1 Analisis Deskriptif .........................................381.7.9.2 Analisis
Structural Equation Modeling
(SEM) 391.7.10 Pengujian Hipotesis .......................................................451.8Jadwal Penelitian ......................................................................481.9Sistematika Penulisan ...............................................................48
DAFTAR PUSTAKA
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Brand Extension Factors with SEM
Merupakan hasil penelitian yang dilakukan untuk menyusun tugas akhir kuliah, Brand Extension ini berdasarkan Evaluasi Konsumen yang melibatkan lima variabel penelitian.
Proses pengolahan data menggunakan SEM dengan bantuan software AMOS 7.0, dimana Mencari varibel dan faktor… (More)
Proses pengolahan data menggunakan SEM dengan bantuan software AMOS 7.0, dimana Mencari varibel dan faktor… (More)
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