DETAIL KOLEKSI

Anteseden dan konsekuensi dari consumer-brand engagement


Oleh : Hanni Fakhira

Info Katalog

Nomor Panggil : 02201905013

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Husna Leila Yusran

Subyek : Consumer cooperatives;Brand loyalty

Kata Kunci : brand interactivity, consumer involvement, self-brand image, consumer-brand engagement.

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2023_TA_SMJ_022001905013_Halaman-Judul.pdf 12
2. 2023_TA_SMJ_022001905013_Lembar-Pengesahan.pdf 5
3. 2023_TA_SMJ_022001905013_Bab-1-Pendahuluan.pdf 10
4. 2023_TA_SMJ_022001905013_Bab-2-Tinjauan-Pustaka.pdf 12
5. 2023_TA_SMJ_022001905013_Bab-3-Metode-Penelitian.pdf 18
6. 2023_TA_SMJ_022001905013_Bab-4-Analisis-dan-Pembahasan.pdf 15
7. 2023_TA_SMJ_022001905013_Bab-5-Kesimpulan.pdf 6
8. 2023_TA_SMJ_022001905013_Daftar-Pustaka.pdf 4
9. 2023_TA_SMJ_022001905013_Lampiran.pdf 22

P Penelitian ini bertujuan menguji dan menganalisis pengaruh dari consumer-brand engagemnet dan brand loyalty yang dimediasi oleh relationship quality dengan brand interactivity, consumer involvement, dan self-brand image sebagai antesedem dari consumer-brand engagement pada konsumen yang mengkonsumsi kopi dalam kemasan siap minum. Sampel yang digunakan dalam penelitian ini berjumlah 250 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Brand Interactivity berpengaruh positif terhadap Consumer-Brand Engagement, (2) Consumer Involvement berpengaruh positif terhadap Consumer-Brand Engagement, (3) Self-Brand Image tidak berpengaruh positif terhadap Consumer-Brand Engagement, (4) Consumer-Brand Engagement tidak berpengaruh positif terhadap Relationship Quality, (5) Relationship Quality tidak memediasi hubungan antara Consumer-Brand Engagement terhadap Brand Loyalty. Hasil penelitian ini dapat memberikan informasi penting bagi perusahaan kopi dalam kemasan siap minum untuk meningkatkan consumer-brand engagement melalui brand interactivity, consumer involvement, self-brand image, relationship quality, dan brand loyalty. Penelitian selanjutnya dapat menggunakan variabel lain seperti brand attachment dan customer trust agar penelitian ini lebih komprehensif (Widodo & Febrianti, 2021)

T The purpose of this study was to examine and the effect of consumer-brand engagement and brand loyalty mediated by relationship quality with brand interactivity, consumer involvement, and self-brand image as the antecedents of consumer-brand engagement in consumers who consume ready-to-drink coffee. The sample used in this study is 207 respondents. The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this study are: (1) Brand Interactivity has a positive effect on Consumer-Brand Engagement, (2) Consumer Involvement has a positive effect on Consumer-Brand Engagement, (3) Self-Brand Image has no positive effect on Consumer-Brand Engagement, (4) Consumer-Brand Engagement has no positive effect on Relationship Quality, (5) Relationship Quality does not mediate the relationship between Consumer-Brand Engagement and Brand Loyalty. The results of this study can provide important information for ready-to-drink coffee companies to increase consumer-brand engagement through brand interactivity, consumer involvement, self-brand image, relationship quality, and brand loyalty. Future research can use other variables such as brand attachment and customer trust so that this research is more comprehensive (Widodo & Febrianti, 2021)

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