PENGARUH BRAND IMAGE TERHADAP WORD OF MOUTH YANG BERIMPLIKASI PADA BRAND EQUITY SPORT EVENT SRIWIJAYA RANAU GRAN FONDO 2022

Ahmad Kurniawan, - (2023) PENGARUH BRAND IMAGE TERHADAP WORD OF MOUTH YANG BERIMPLIKASI PADA BRAND EQUITY SPORT EVENT SRIWIJAYA RANAU GRAN FONDO 2022. S2 thesis, Universitas Pendidikan Indonesia.

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Abstract

Adanya perubahan perilaku konsumen dari pandemi ke transisi pandemi yang mempengaruhi brand equity sport event Sriwijaya Ranau Gran Fondo 2022, sehingga membuat peneliti menganalisis sejauh mana hubungan antar faktor brand image diantaranya brand congruence, brand trust, brand commitment, terhadap word of mouth yang berimplikasi pada brand equity sport event dapat berpengaruh pada perilaku konsumen atau peserta. Menggunakan metode penelitian kuantitatif dengan desain penelitian deskriptif dan survei yang memakai sampel sebanyak 353 orang responden dari peserta yang hadir, lalu dianalisis dengan memanfaatkan analisis statistik deskriptif kuantitatif dan analisis structural equation model (SEM). Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan brand congruence terhadap brand trust, adanya hubungan positif brand congruence terhadap brand commitment, berpengaruh langsung positif brand trust terhadap brand commitment, adanya hubungan yang tidak signifikan brand trust terhadap word of mouth, adanya pengaruh antara brand commitment terhadap word of mouth, serta terdapat hubungan kuat yang signifikan word of mouth terhadap brand equity. Dengan demikian memberikan implikasi kepada sport event organizer untuk terus meningkatkan kepuasan dan kenyamanan konsumen atau peserta yang hadir, serta memperbaiki kekurangan atas nilai-nilai yang kurang sesuai dengan kebutuhan konsumen atau peserta agar dapat mengembangkan brand image sport event yang sangat baik. There is a change in consumer behavior from the pandemic to the pandemic transition that affects the brand equity sport event Sriwijaya Ranau Gran Fondo 2022, thus making researchers analyze the extent to which the relationship between brand image factors includes brand congruence, brand trust, brand commitment, to word of mouth which has implications for brand equity sport events can affect the behavior of consumers or participants. Using a quantitative research method with a descriptive and survey research design using a sample of 353 respondents from the participants present, then analyzed using quantitative descriptive statistical analysis and structural equation model (SEM) analysis. The results showed that there was a significant effect of brand congruence on brand trust, there was a positive relationship between brand congruence and brand commitment, a positive direct effect of brand trust on brand commitment, there was no significant relationship between brand trust and word of mouth, there was an influence between brand commitment on word of mouth, and there is a significant strong relationship between word of mouth and brand equity. Thus it has implications for sport event organizers to continue to increase the satisfaction and comfort of consumers or attendees, as well as correcting deficiencies in values that do not meet the needs of consumers or participants in order to develop a very good sports event brand image.

Item Type:	Thesis (S2)
Additional Information:	Link Google Scholar: https://scholar.google.com/citations?user=9cXb6S8AAAAJ&hl=en ID SINTA Dosen Pembimbing: Rini Andari : 6000526 Caria Ningsih : 6039392
Uncontrolled Keywords:	Brand image, Word of mouth, Brand equity, Sport event, SEM.
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan
Depositing User:	Ahmad Kurniawan
Date Deposited:	14 Mar 2023 04:06
Last Modified:	14 Mar 2023 04:06
URI:	http://repository.upi.edu/id/eprint/89167

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