PERAN TINGKAT PENDIDIKAN MEMODERASI CITRA MEREK DENGAN PREFERENSI MEREK LAMPU PHILIPS LED DI KOTA DENPASAR
The purpose of this study is explain the effect of brand image and education level on brand preference, and explain the role of education level in moderating the influence brand image on the brand preference Philips LED lighting products. The sample was determined by using a non-probability sampl...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Udayana
2016-05-01
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| Series: | E-Jurnal Manajemen |
| Subjects: | |
| Online Access: | https://ojs.unud.ac.id/index.php/Manajemen/article/view/18494 |
| _version_ | 1811319791879716864 |
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| author | Ni Kadek Sri Widyantari Gede Suparna |
| author_facet | Ni Kadek Sri Widyantari Gede Suparna |
| author_sort | Ni Kadek Sri Widyantari |
| collection | DOAJ |
| description | The purpose of this study is explain the effect of brand image and education level on brand preference, and explain the role of education level in moderating the influence brand image on the brand preference Philips LED lighting products. The sample was determined by using a non-probability sampling techniques, particularly purposive sampling. The sample size of 100 respondents to the survey method using a questionnaire measured with Likert scale, using analytical techniques Multiple Linear Regression and MRA (Moderated Regression Analysis). Simultaneously three variables (brand image, level of education, and interaction with the brand image of education level) significant and positive impact on brand preference Philips LED lighting products. Partially, the results showed that the brand image of the significant and positive impact on brand preference, while the level of education does not significantly influence brand preference. The level of education does not moderate the relationship between brand image with brand preference. |
| first_indexed | 2024-04-13T12:48:39Z |
| format | Article |
| id | doaj.art-a94f5f0b9859444f9a30852362d3d74c |
| institution | Directory Open Access Journal |
| issn | 2302-8912 |
| language | English |
| last_indexed | 2024-04-13T12:48:39Z |
| publishDate | 2016-05-01 |
| publisher | Universitas Udayana |
| record_format | Article |
| series | E-Jurnal Manajemen |
| spelling | doaj.art-a94f5f0b9859444f9a30852362d3d74c2022-12-22T02:46:17ZengUniversitas UdayanaE-Jurnal Manajemen2302-89122016-05-015518494PERAN TINGKAT PENDIDIKAN MEMODERASI CITRA MEREK DENGAN PREFERENSI MEREK LAMPU PHILIPS LED DI KOTA DENPASARNi Kadek Sri Widyantari0Gede Suparna1Fakultas Ekonomi dan Bisnis Universitas UdayanaFakultas Ekonomi dan Bisnis Universitas UdayanaThe purpose of this study is explain the effect of brand image and education level on brand preference, and explain the role of education level in moderating the influence brand image on the brand preference Philips LED lighting products. The sample was determined by using a non-probability sampling techniques, particularly purposive sampling. The sample size of 100 respondents to the survey method using a questionnaire measured with Likert scale, using analytical techniques Multiple Linear Regression and MRA (Moderated Regression Analysis). Simultaneously three variables (brand image, level of education, and interaction with the brand image of education level) significant and positive impact on brand preference Philips LED lighting products. Partially, the results showed that the brand image of the significant and positive impact on brand preference, while the level of education does not significantly influence brand preference. The level of education does not moderate the relationship between brand image with brand preference.https://ojs.unud.ac.id/index.php/Manajemen/article/view/18494education level, brand image, brand preference |
| spellingShingle | Ni Kadek Sri Widyantari Gede Suparna PERAN TINGKAT PENDIDIKAN MEMODERASI CITRA MEREK DENGAN PREFERENSI MEREK LAMPU PHILIPS LED DI KOTA DENPASAR E-Jurnal Manajemen education level, brand image, brand preference |
| title | PERAN TINGKAT PENDIDIKAN MEMODERASI CITRA MEREK DENGAN PREFERENSI MEREK LAMPU PHILIPS LED DI KOTA DENPASAR |
| title_full | PERAN TINGKAT PENDIDIKAN MEMODERASI CITRA MEREK DENGAN PREFERENSI MEREK LAMPU PHILIPS LED DI KOTA DENPASAR |
| title_fullStr | PERAN TINGKAT PENDIDIKAN MEMODERASI CITRA MEREK DENGAN PREFERENSI MEREK LAMPU PHILIPS LED DI KOTA DENPASAR |
| title_full_unstemmed | PERAN TINGKAT PENDIDIKAN MEMODERASI CITRA MEREK DENGAN PREFERENSI MEREK LAMPU PHILIPS LED DI KOTA DENPASAR |
| title_short | PERAN TINGKAT PENDIDIKAN MEMODERASI CITRA MEREK DENGAN PREFERENSI MEREK LAMPU PHILIPS LED DI KOTA DENPASAR |
| title_sort | peran tingkat pendidikan memoderasi citra merek dengan preferensi merek lampu philips led di kota denpasar |
| topic | education level, brand image, brand preference |
| url | https://ojs.unud.ac.id/index.php/Manajemen/article/view/18494 |
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