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Please Attention !!!

Please Attention !!!. Harap Duduk yang Tenang. Matikan handphone / silent. Dilarang ketawa sampai pingsan...!!!. PRESENTASI AKAN SEGERA DIMULAI. Presentasi Kelompok Mata Kuliah Manajemen Pemasaran. Please Attention !!!. Faktor-faktor Individu terhadap Brand Affect :

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Please Attention !!!

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  1. Please Attention !!! Harap Duduk yang Tenang... Matikan handphone / silent..... Dilarang ketawa sampai pingsan...!!! PRESENTASI AKAN SEGERA DIMULAI

  2. Presentasi Kelompok Mata Kuliah Manajemen Pemasaran Please Attention !!! Faktor-faktorIndividuterhadapBrand Affect : PerananPersonality Traits Extraversion danOpenness to Experience Harap Duduk yang Tenang... Matikan handphone / silent..... Dilarang ketawa sampai pingsan...!!! Disusunoleh : Kelompok 3 KelasReguler 42 Dosen : Dr. Ir. Kirbrandoko, MSM Program Pascasarjana Manajemen dan Bisnis Program Studi Magister Manajemen Agribisnis Institut Pertanian Bogor 2009 PRESENTASI AKAN SEGERA DIMULAI

  3. LatarBelakang 2 Attitudinal Loyalty Purchase Loyalty 1 Loyalitas ??? Hedonic value ? Brand affect ? Nilai kesenangan atau kenikmatan konsumen dalam memilih produk atau merek tertentu Pengaruh merek, di mana sebuahmerekdapatmenimbulkanpersepsikonsumenterhadapmerekyang padaakhirnya mendorongkonsumenmembeli produk tersebut Personality traits Karakterkepribadian

  4. A C O N Personality Traits Mudahmenyesuaikandiridenganlingkungansosial, aktif, banyakbicara, orientasipadahubungansesama, optimis, fun-loving, dan affectionate Extraversion E Lembuthati, dapatdipercaya, sukamenolong, pemaaf, dan penurut Conscientiousness Teratur, pekerja keras, dapat diandalkan, disiplin, tepat waktu, rapi, dan hati-hati Agreeableness Personality traits Cemas, gugup, emosional, merasa tidak aman, merasa tidak mampu, mudah panik Ingintahu, minatluas, kreatif, original, imajinatif, dan untraditional Openness Neuroticism

  5. H2 H4 H3 H1 Attitudinal Loyalty Purchase Loyalty Kerangka Hipotesis Psychology Personality Traits Extraversion Openness Hedonic value Hedonic value Brand Affect Marketing

  6. Hipotesis H1 : Sifatkepribadian opennessberhubunganpositifterhadap hedonic valuedan brand affect H2 : Sifatkepribadian extraversionberhubunganpositif terhadaphedonic value dan brand affect H3 : Hedonic valueberhubunganpositifterhadapbrand affect H4 : Brand affectberhubunganpositifdenganpurchase dan attitudinal loyalty

  7. HasilPenelitian ExtraversionmaupunOpennessmempengaruhisecarasignifikanpersepsikonsumenterhadaphedonic value suatuproduk Sepatu Lari (Running Shoes) Orang dengan personality traits Openness danExtraversionmemilikidampak yg signifikan terhadaphedonic valuedanbrand affect TeleponSeluler (Mobile Phone) Orang dengan personality Openness memiliki dampaksignifikanterhadap hedonic valuedanbrand affect, sedangkan Extraversionhanya berdampak signifikantehadaphedonic value

  8. + + Hedonic value Brand affect Kesimpulan 1 2 recommended buying repeat buying Loyalitas 1 Extraversion 2 Openness to Experience

  9. ImplikasidalamPemasaran Berdasarkan hasil penelitian ini,hubungan positif antara personality traits terhadap brand affect dapat digunakan sebagai relevansi dalam merancang segmentasi dan targeting pasar

  10. TerimaKasih

  11. Sesi Tanya Jawab

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