DETAIL KOLEKSI

Anteseden dan konsekuensi brand love


Oleh : Ria Silvia

Info Katalog

Nomor Panggil : 2017_TA_MJ_022154018

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Kurniawati

Subyek : Self expressive brand;Marketing management

Kata Kunci : brand trust, hedonic product, brand love, WOM, EWOM.

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2017_TA_MJ_022154018_Halaman--Judul.pdf
2. 2017_TA_MJ_022154018_Bab-1.pdf 10
3. 2017_TA_MJ_022154018_Bab-2.pdf
4. 2017_TA_MJ_022154018_Bab-3.pdf
5. 2017_TA_MJ_022154018_Bab-4.pdf
6. 2017_TA_MJ_022154018_Bab-5.pdf
7. 2017_TA_MJ_022154018_Daftar--Pustaka.pdf
8. 2017_TA_MJ_022154018_Lampiran.pdf

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh antesedendan konsekuensi brand love melalui pengguna smartphone. Sampel yang digunakandalam penelitian ini berjumlah 200 responden dan dikumpulkan dengan metodepurposive sampling. Pengujian dilakukan dengan metode Structural Equation Model(SEM). Hasil dari penelitian ini adalah (1) Self Expressive Brand tidak berpengaruhpositif terhadap Brand Love, (2) Brand Trust berpengaruh positif terhadap BrandLove, (3) Hedonic Product berpengaruh positif terhadap Brand Love, (4) Brand Loveberpengaruh positif terhadap Word of Mouth, (5) Brand Love berpengaruh positifterhadap Electronic Word of Mouth. Untuk Penelitian selanjutnya diharapkanmenambah variabel lain yang dapat mempengaruhi brand love yaitu commitment.

T The objective of this study is to examine and analyze the influenceantecedents and consequences for brand love through Smartphone users. Thesamples being used in this study is 200 respondents. The data collection methodbeing used by this study is purposive sampling. The testing is conducted by usingStructural Equation Model (SEM) analysis method. The findings of this study are:(1) Self expressive Brand has no positive effect toward Brand Love, (2) Brand Trusthas a positive effect toward Brand Love, (3) Hedonic Product has a positive effecttoward Brand Love, (4) Brand Love has a positive effect toward Word of Mouth, (5)Brand Love has a positive effect toward Electronic Word of Mouth. For furtherresearch is expected to add another variable that can affect brand love iscommitment.

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