PENGARUH ENVIRONMENTAL SUSTAINABILITY PERCEPTION, BRAND ATTRACTIVENESS TERHADAP CUSTOMER BRAND IDENTIFICATION: Studi pada Pameran Baby and Kids Expo Bandung

Alba Romizal, - (2024) PENGARUH ENVIRONMENTAL SUSTAINABILITY PERCEPTION, BRAND ATTRACTIVENESS TERHADAP CUSTOMER BRAND IDENTIFICATION: Studi pada Pameran Baby and Kids Expo Bandung. S2 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan menganalsis pengaruh environmental sustainability perceptin, brand attractiveness terhadap customer brand identification studi pada pameran baby and kids bandung, Pameran yang semakin berkembang pesat akan menjadikan persaingan yang sangat kompetitif, persaigan ini menjadikan peran penting event organizer sebagai penyelenggara acara agar demi memperkuat brand mereka harus memberikan pengalaman yang berbeda dari pameran satu dengan pameran lain, peneliti mengajukan dua variabel yang bisa di amati pada sudut pandang pengunjung terkait bagaimana pengunjung dapat mengidentifikasi pameran, pertama peneliti mengajukan konsep variabel green branding dengan memakai variabel environmental sustainability perception kedua konsep brand attractiveness, yang dapat berpengaruh terhadap customer brand identification. Pada konsep tentang green branding peneliti menggunakan variabel environmental sustainability perception dengan dimensi technology based-used concumtion reduction dan reduction of exhibition supplies, lalu sebagai variabel x satu, dan sebagai variabel x yang kedua peneliti memakai variabel brand attractiveness, sehingga peneliti menguji pengaruh kedua variabel eksogen ini dengan variabel endogen customer brand identification, data disebar menggunakan kuisioner dan dikumpulkan. dianalisis menggunakan metode SEM menggunakan alat analisis SEM AMOS, dan dari data yang telah diolah diketahui bahwa konsep environmental sustainability perception, tidak berpengaruh namun signifikan. Sedangkan konsep brand attractiveness berpengaruh signifikan. This study analyzes the effect of environmental sustainability perceptin, brand attractiveness on customer brand identification studies at the baby and kids bandung exhibition, Exhibitions that are growing rapidly will make competition very competitive, this competition makes the important role of event organizers as event organizers so that in order to strengthen their brand they must provide a different experience from one exhibition to another, the researcher proposes two variables that can be observed from the visitor's point of view regarding how visitors can identify the exhibition, first the researcher proposes the concept of green branding variables by using environmental sustainablelity perception variables and the second concept of brand attractiveness, In the concept of green branding, researchers use the environmental sustainability perception variable with the dimensions of technology-based-used concumtion reduction and reduction of exhibition supplies, then as an x two variable, researchers use the brand attractiveness variable, so that researchers test these two exogenous variables with endogenous customer brand identification variables, the data is distributed using questionnaires and collected analyzed using SEM using the AMOS SEM analysis tool, and from the data that has been processed it is known that the concept of environmental sustainability perception has no effect but is significant. While the concept of brand attractiveness has a significant effect. Keyword Exhibition, Brand, Branding, Tourism.

Item Type:	Thesis (S2)
Additional Information:	https://scholar.google.com.my/citations?hl=id&pli=1&user=2Z7fCokAAAAJ ID SINTA Dosen Pembimbing 6039392 CARIA NINGSIH 5989818 AHMAD HUDAIBY GALIH KUSUMAH
Uncontrolled Keywords:	Exhibition, Brand, Branding, Tourism.
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan
Depositing User:	Alba Romizal Alba
Date Deposited:	14 May 2024 09:14
Last Modified:	14 May 2024 09:14
URI:	http://repository.upi.edu/id/eprint/117394

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