GAMBARAN BRAND IDENTIFICATION DAN BRAND LOVES PADA PENGGUNA FORUM JUAL BELI KASKUS DI KOTA BANDUNG

Fajar Gumelar Maulana, Lili Adi Wibowo, Bambang Widjajanta

Abstract


Purpose - To find out the description of the level of brand identification and brand loves in kaskus buyer-seller forum user Bandung City.

Design/methodology/approach - The design of this study is cross sectional method. This research uses descriptive approach with explanatory survey method. A total of 107 respondents were selected using probability sampling. A questionnaire was used as a research instrument to collect data from respondents. The analysis technique used is descriptive technique by using frequency distribution.

Findings - The result showed that brand identification is in good enough category, while brand loves is in medium category.  

Originality / value - The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study


Keywords


Brand identification, Brand loves, Kaskus

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DOI: https://doi.org/10.17509/jbme.v3i3.14293

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