ANALISIS PENGARUH BRAND IMAGE, BRAND LOVE, DAN BRAND TRUST TERHADAP WILLINGNESS TO PAY PREMIUM PRICE SEPATU HOKA (Studi Kasus Pada Masyarakat di Kota Madiun)

Nurlita, Mustika Lintang (2026) ANALISIS PENGARUH BRAND IMAGE, BRAND LOVE, DAN BRAND TRUST TERHADAP WILLINGNESS TO PAY PREMIUM PRICE SEPATU HOKA (Studi Kasus Pada Masyarakat di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to examine the influence of Brand Image, Brand Love, and Brand Trust on consumers’ willingness to pay a premium for Hoka shoes in Madiun City. This research employs a quantitative approach with a total sample of 385 respondents. The sampling technique used is purposive sampling. Data were collected through questionnaires distributed via Google Forms. Data analysis was conducted using SPSS version 25. The results of this study indicate that Brand Image, Brand Love, and Brand Trust have a positive and significant effect on willingness to pay a premium. Keywords: Brand Image, Brand Love, Brand Trust, Willingness to Pay a Premium

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Brand Image, Brand Love, Brand Trust, Willingness To Pay Premium Price Keywords: Brand Image, Brand Love, Brand Trust, Willingness to Pay a Premium
Subjects: A Social Sciences > HB Economic Theory
A Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: NURLITA MUSTIKA LINTANG
Date Deposited: 26 Oct 2026 07:15
Last Modified: 26 Oct 2026 07:15
URI: http://eprint.unipma.ac.id/id/eprint/10680

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