PENGARUH BRAND IMAGE DAN BRAND RELATIONSHIP TERHADAP PERILAKU PASCA PEMBELIAN MAKANAN HEWAN HILL’S PET NUTRITION: EFEK MODERASI TUJUAN KEPEMILIKAN

Oswaldo Liexzel(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan brand relationship terhadap perilaku pasca pembelian makanan hewan Hill’s Pet Nutrition dimoderasi tujuan kepemilikan. Jenis penelitian yang digunakan adalah penelitian kuantitatif dan teknik pengambilan sampling yaitu teknik purposive sampling dengan jumlah sampel diperoleh berdasarkan kriteria. Penelitian ini dilakukan dengan menyebar angket melalui sebanyak 102 responden. Hasil penelitian menunjukkan bahwa brand image tidak berpengaruh terhadap perilaku pasca pembelian, brand relationship berpengaruh positif terhadap perilaku pasca pembelian dan tujuan kepemilikan tidak memiliki sifat moderasi pada pengaruh bahwa brand image dan brand relationship terhadap perilaku pasca pembelian makanan hewan Hill’s Pet Nutrition.


Keywords


brand image; brand relationship; tujuan kepemilikan; perilaku pasca pembelian.

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