Antesenden brand advocacy produk sepatu olahraga lokal.
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File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Willy Arafah
Kata Kunci : brand advocacy, brand reputation, brand identification, emotional attachment, price perception dan e
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_TS_MMJ_122012301008_Halaman-Judul.pdf | 14 | |
| 2. | 2025_TS_MMJ_122012301008_Surat-Pernyataan-Revisi-Terakhir.pdf | ||
| 3. | 2025_TS_MMJ_122012301008_Surat-Hasil-Similaritas.pdf | ||
| 4. | 2025_TS_MMJ_122012301008_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2025_TS_MMJ_122012301008_Lembar-Pengesahan.pdf | 5 | |
| 6. | 2025_TS_MMJ_122012301008_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2025_TS_MMJ_122012301008_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2025_TS_MMJ_122012301008_Bab-1.pdf | 15 | |
| 9. | 2025_TS_MMJ_122012301008_Bab-2.pdf |
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| 10. | 2025_TS_MMJ_122012301008_Bab-3.pdf |
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| 11. | 2025_TS_MMJ_122012301008_Bab-4.pdf |
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| 12. | 2025_TS_MMJ_122012301008_Bab-5.pdf | 7 | |
| 13. | 2025_TS_MMJ_122012301008_Daftar-Pustaka.pdf | 15 | |
| 14. | 2025_TS_MMJ_122012301008_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji pengaruh brand reputation, brand identification terhadap brand advocacy melalui emotional attachment dengan dimoderasi oleh price perception dan experience. Kebaharuan penelitian ini merupakan dengan menambahkan 1 (satu) variabel independen yaitu brand identification yang diambil dari penelitian terdahulu. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada masyarakat yang menggunakan sepatu lokal. Hasil kuesioner yang kembali yaitu sebanyak 285 responden. Dalam pengujian hipotesis menggunakan Structural Equation Modeling (SEM) Amos 21. Hasil penelitian menunjukkan bahwa brand reputation dan brand identification berpengaruh positif terhadap emotional attachment, serta berpengaruh terhadap brand advocacy dengan efek mediasi emotional attachment. Price perception mampu memperkuat pengaruh brand reputation terhadap emotional attachment dan experience mampu memperkuat pengaruh brand identification terhadap emotional attachment. Experience juga mampu memperkuat pengaruh emotional attachment terhadap brand advocacy. Emotional attachment juga berpengaruh positif terhadap brand advocacy. Berdasarkan hasil penelitian ini, diharapkan dapat menjadi dasar untuk melakukan penelitian selanjutnya, serta memberikan implikasi manajerial bagi perusahaan dalam meningkatkan strategi pemasarannya.
T This study aims to examine the effect of brand reputation, brand identification on brand advocacy through emotional attachment moderated by price perception and experience. The novelty of this research is to add 1 (one) independent variable, namely brand identification taken from previous research. Data collection was carried out through distributing questionnaires to people who use local shoes. The results of the returned questionnaires were 285 respondents. In hypothesis testing using Structural Equation Modeling (SEM) Amos 21. The results showed that brand reputation and brand identification have a positive effect on emotional attachment, and affect brand advocacy with the mediating effect of emotional attachment. Price perception is able to strengthen the influence of brand reputation on emotional attachment and experience is able to strengthen the influence of brand identification on emotional attachment. Experience is also able to strengthen the influence of emotional attachment on brand advocacy. Emotional attachment also has a positive effect on brand advocacy. Based on the results of this study, it is hoped that it can be the basis for conducting further research, as well as providing managerial implications for companies in improving their marketing strategies
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