Pengaruh self-brand connection terhadap brand royalty apple
Nomor Panggil : 2108_TA_MJ_022141002
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Willy Arafah
Subyek : Self-brand experience;Marketing management
Kata Kunci : self-brand experience, brand experience, loyalty
Status Posting : Published
Status : Lengkap
No. | Nama File | Hal. | Link |
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1. | 2018_TA_MJ_022141002_Halaman-Judul.pdf | 18 | |
2. | 2018_TA_MJ_022141002_Bab-1.pdf | 7 | |
3. | 2018_TA_MJ_022141002_Bab-2.pdf |
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4. | 2018_TA_MJ_022141002_Bab-3.pdf |
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5. | 2018_TA_MJ_022141002_Bab-3.pdf |
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6. | 2018_TA_MJ_022141002_Bab-5.pdf |
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7. | 2018_TA_MJ_022141002_Daftar-Pustaka.pdf | 3 | |
8. | 2018_TA_MJ_022141002_Lampiran.pdf |
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P Penelitian ini menguji pengaruh Self-brand Connection terhadap Loyalty Serta menguji pengaruh Self-brand Connection terhadap Brand Experience, dan pengaruh yang digunakan sebanyak 280 responden yang menggunakan produk Apple selama 6 bulan terakhir. Analisis data dilakukan dengan menggunakan analisis SEM. Hasil penelitian menunjukan bahwa Self-brand Connection memiliki pengaruh positif signifikan terhadap Loyalty, Hasil penilitian menunjukan bahwa Self-brand Connection memiliki pengaruh positif signifikan Brand Experience, dan Hasil penelitian ini menunjukan bahwa Self-brand Connection tidak memiliki pengaruh positif yang signifikan terhadap Loyalty dimediasi oleh Brand Experience.
T This study examines the influence Self-brand Connection with Loyalty. And test the influence Self-brand Connection with Brand Experience, And test the influence of Self-brand Connection with Loyalty mediates Brand Experience. The sample used is as many as 280 respondents who used Apple in 6 month. Data analysis was done by using SEM analysis. The results show that Self-brand Connection Media has a significant positive effect on Loyalty, The result show that Self-brand Connection Media has a significant positive effect on Brand Experience, And the result show that Self-brand Connection has a not significant positive effect on Loyalty mediates Brand Experience.