PENGARUH INTERNAL BRAND COMMITMENT (IBC), INTERNAL BRAND KNOWLEDGE (IBK) TERHADAP INTERNAL BRAND EQUITY (IBE) STUDI PADA NIKE DI JAKARTA

Authors

  • Nuzul Inas Nabila

DOI:

https://doi.org/10.32493/jpkpk.v1i01.680

Abstract

ABSTRAK

Penelitian 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. 

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Published

2017-10-26

Issue

Vol. 1 No. 1 (2017): Jurnal Pemasaran Kompetitif

Section

Articles

License

Open Access

Jurnal Pemasaran Kompetitif  is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.

This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.

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