KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 8 No. 2 (2022): Kalbisiana

Pengaruh Product Quality dan Online Brand Community Terhadap Brand Attitude Sepatu Compass

Nabila Elyana Putri (Institut Teknologi dan Bisnis Kalbis)
Vina Meliana (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
26 Jul 2022

Abstract

This study aims to determine the effect of product quality, and online brand community on brand attitude for compass shoes located in DKI Jakarta. This type of research used in this study is to use quantitative methods. In this study, researchers used quantitative data from the results of distributing questionnaires directly to respondents or through Google forms. The sample of this study was 150 respondents who were respondents who knew the brand of compass shoes, had bought a compass shoe for the first time in 2020 and knew the compass brand from the online compass community, @ temancompass.co on Instagram. The results of observations were analyzed with data analysis techniques used are multiple regression and it can be concluded that product quality has a influence on brand attitude, online brand community has a influence on brand attitude, and the product quality and online brand community together influence the brand attitude.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...