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All Journal Research Report - Social Science Jurnal Administrasi Bisnis AdBispreneur Jurnal Manajemen Indonesia Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS Business Management Journal Program Studi Manajemen Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan Kajian Branding Indonesia Journal of Marketing Innovation Jurnal Manajemen Maranatha
Alexander Joseph Ibnu Wibowo
Universitas Prasetiya Mulya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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Journal : Business Management Journal Program Studi Manajemen

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PERSEPSI PERHELATAN, KEPUASAN TERHADAP PERHELATAN, DAN SIKAP TERHADAP MEREK RITEL: SEBUAH STUDI EMPIRIS Alexander Joseph Ibnu Wibowo
Business Management Journal Vol 11, No 1 (2015): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (601.876 KB) | DOI: 10.30813/bmj.v11i1.610

Abstract

The study aims to test the relation among event perception (event inventiveness, event appropriateness, and event adequacy), event satisfaction, and attitude toward retail’s brand. A structured questionnaire was designed to collect the data. Multiple and simple linear regression techniques were used to test the causal relations of four hipotesis proposed. The results showed that both event adequacy and event inventiveness affect event satisfaction. Nevertheless, event appropriateness did not affect event satisfaction. Afterwards, event satisfaction influenced attitude toward retail’s brand. The contribution of this study was through empirical verification concerning the prior model designed by Leischnig, Schwertfeger, and Geigenmueller (2011). Empirical contribution came from the findings of the strength of relationship between variables tested. Besides theoretical contribution, this study also delivered practical contribution for event organizer.Keywords: Perception, Satisfaction, Attitude, Event, Marketing
Co-Authors Ali, Alavi Alicia, Celyn Alvina A. G. Ginting Bernardinus Realino Yudianto Budi Suharjo F Nugro Hardianto Firdaus, Ghafiki Keysha Fransisca Mulyono Gabriella Scarlett Gandhi Pawitan Grace Ilona Subagio Handyanto Widjojo Hendrawan, Ranny Marcella Kevin, Pascalis Madeline, Victoria Megawati Simanjuntak Novi Amelia Odelia, Franciska Phoebe, Phoebe Richarta Jawhar Ricky Reksoprawiro Sabrina Lioe Suherman Widjaja Ujang Sumarwan Winarno, Ahmad Faizy Yohanes Eko Widodo Yudianto, Bernadinus Realino Yudianto, Bernardinus Realino