Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengetahui pengaruh pada brand innovativeness dan perceived quality terhadap perceived value yang dimediasi oleh brand experience pada pelanggan buttonscarves di kota banda aceh. pada penelitian ini sampel yang digunakan adalah pelanggan buttonscarves di kota banda aceh. peralatan pengumpulan data yang digunakan dalam penelitian ini adalah dengan menyebarkan kuesioner dan menggunakan metode purpossive sampling. survey dilakukan pada 200 responden yang merupakan pelanggan dari buttonscarves di kota banda aceh. teknik analisis data dalam penelitian ini adalah structural equation modeling (sem) dengan menggunakan program komputer ibm spss amos. hasil analisis pada penelitian ini memperlihatkan bahwa brand innovativeness dan perceived quality memiliki pengaruh signifikan terhadap perceived value, dan brand experience berpengaruh signifikan terhadap perceived value, serta brand experience memediasi secara parsial hubungan brand innovativeness dan perceived quality terhadap perceived value. kata kunci: brand innovativeness, perceived quality, perceived value, brand experience

This study aims to determine the effect of Brand Innovativeness and Perceived Quality on Perceived Value mediated by Brand Experience on Buttonscarves customers in Banda Aceh City. In this study, the sample used was Buttonscarves customers in Banda Aceh City. The data collection equipment used in this research is by distributing questionnaires and using purposive sampling method. The survey was conducted on 200 respondents who are customers of Buttonscarves in Banda Aceh City. The data analysis technique in this study is Structural Equation Modeling (SEM) using the IBM SPSS AMOS computer program. The results of the analysis in this study show that Brand Innovativeness and Perceived Quality have a significant effect on Perceived Value, and Brand Experience has a significant effect on Perceived Value, and Brand Experience partially mediates the relationship between Brand Innovativeness and Perceived Quality on Perceived Value. Keywords: Brand Innovativeness, Perceived Quality, Perceived Value, Brand Experience