The effect of brand romance perspective on brand loyalty on generation z smartphone users in Jakarta
Info Katalog
File Repositori
Nomor Panggil : 022001802003
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Kurniawati
Subyek : Brand loyalty;Brand name products - Marketing
Kata Kunci : pleasure, arousal, dominance, attitudinal loyalty, brand loyalty, generasi z.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2022_TA_SMJ_022001802003_Halaman-Judul.pdf | ||
| 2. | 2022_TA_SMJ_022001802003_Lembar-Pengesahan.pdf | ||
| 3. | 2022_TA_SMJ_022001802003_Bab-1-Pendahuluan.pdf | ||
| 4. | 2022_TA_SMJ_022001802003_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2022_TA_SMJ_022001802003_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2022_TA_SMJ_022001802003_Bab-4-Hasil-dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001802003_Bab-5-Kesimpulan.pdf |
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| 8. | 2022_TA_SMJ_022001802003_Daftar-Pustaka.pdf |
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| 9. | 2022_TA_SMJ_022001802003_Lampiran.pdf |
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P Penelitian ini bertunjuan untuk menganalisis pengaruh dari perspektif Brand Romance yang terdiri dari tiga aspek penting yakni: Pleasure, Arousal, Dominance terhadap Brand Loyalty pada pengguna smartphone generasi Z di Jakarta. Sampel yang digunakan dalam ini berjumlah 170 responden yang dikumpulkan melalui survei online dengan media alat bantu google form yang disebarkan di daerah lingkup kota Jakarta dan menggunakan metode purposive sampling pada pengguna smartphone generasi Z di Jakarta. Metode penelitan ini dirancang dengan penujian hipotesis. Alat analisis data yang digunakan untuk pengujian reliabilitas, dan kesesuaian model (goodness of fit) dan hypothesis testing menggunakan program SPSS versi 25 sedangkan untuk validitas, hypothesis testing, dan Structural Equation Model (SEM) melalui program AMOS versi 21. Hasil penelitian ini memnjukan bahwa Pleasure berpengaruh positif terhadap Attitudinal Loyalty, Pleasure berpengaruh positif terhadap Behavioral Loyalty, Arousal berpengaruh positif terhadap Attitudinal Loyalty, Arousal berpengaruh positif terhadap Behavioral Loyalty, Dominance tidak terdapat pengaruh positif terhadap Attitudinal Loyalty, Dominance berpengaruh positif terhadap Behavioral Loyalty. Penelitian selanjutnya disarankan untuk mengganti variabel brand romance seperti persperktif theoretical mengenai keterikatan emosional yakni self-congruence, dan self/social identity (Rathnayake, 2021).
T This study aims to analyze the effect of Brand Romance perspective which consists of three important aspects, namely: Pleasure, Arousal, Dominance on Brand Loyalty on generation Z smartphone users in Jakarta. The sample used in this study amounted to 170 respondents who were collected through an online survey using the google form as a media tool that was distributed in the scope of the city of Jakarta and used a purposive sampling method on generation Z smartphone users in Jakarta. This research method is designed with hypothesis testing. The data analysis tool used for testing reliability, and model suitability (goodness of fit) and hypothesis testing using SPSS software version 25, while for validity, hypothesis testing, and Structural Equation Model (SEM) through the AMOS software version 21. The results of this study show that Pleasure has a positive effect on Attitudinal Loyalty, Pleasure has a positive effect on Behavioral Loyalty, Arousal has a positive effect on Attitudinal Loyalty, Arousal has a positive effect on Behavioral Loyalty, Dominance has no positive effect on Attitudinal Loyalty, Dominance has a positive effect on Behavioral Loyalty. Further research is suggested to replace brand romance variables such as theoretical perspectives on emotional attachment, namely self-congruence, and self/social identity (Rathnayake, 2021).
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