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Nuzul Inas Nabila
Fakultas Ekonomi Institut Teknologi dan Bisnis Kalbis
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Social Sciences

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Journal : JURNAL PEMASARAN KOMPETITIF

 1 
PENGARUH INTERNAL BRAND COMMITMENT (IBC), INTERNAL BRAND KNOWLEDGE (IBK) TERHADAP INTERNAL BRAND EQUITY (IBE) STUDI PADA NIKE DI JAKARTA Nuzul Inas Nabila
Jurnal Pemasaran Kompetitif Vol 1, No 1 (2017): Jurnal Pemasaran Kompetitif
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (477.23 KB) | DOI: 10.32493/jpkpk.v1i01.680

Abstract

ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh internal brand commitment, internal brand knowledge terhadap internal brand equity di perusahaan Nike. Sampel dalam penelitian yang digunakan adalah karyawan Nike yang berada di Outlet Nike di Jakarta. Partial Least Square digunakan dengan software Wrap PLS 4.0 untuk menganalisis data. Hasil analisis menunjukkan bahwa internal brand commitment, internal brand knowledge berpengaruh terhadap internal brand equity.Kata Kunci: Brand equity, Internal brand equity, Internal brand Commitment, Internal brand knowledge. 
Co-Authors Adulai Sadjo Baldé Coordenador Ahmad Syaugi Al Gifary Amira Munira Angga Febrian Aqilah Yunda Putria Sari Aripin Ahmad Audia Indah Banowati Dimaz Satritama Alwan Dorothy R. H. Pandjaitan Elsa Dea Damayanti Florentina Jessica Karnesya Mahrinasari Mahrinasari MS Nico Andreas Rianadia Agustina Roslina Roslina Roslina Satria Bangsawan Stefany Crisnia Gunawan Tiara Rizky Cahya Tri Noverdo Wiryawan, Driya