Anteseden dari brand loyalty dan word of mouth
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022141014
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Ina Oktaviana Matusin
Subyek : Involvement;Marketing management
Kata Kunci : involvement, satisfaction, commitment, brand trust, brand loyalty, word of mouth
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2018_TA_MJ_022141014_Halaman-Judul.pdf | 16 | |
| 2. | 2018_TA_MJ_022141014_Bab-1.pdf | ||
| 3. | 2018_TA_MJ_022141014_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022141014_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022141014_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022141014_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022141014_Daftar-Pustaka.pdf | 7 | |
| 8. | 2018_TA_MJ_022141014_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis Anteseden dari Brand Loyalty dan Word of Mouth yang sangat penting untuk pengambilan keputusan manajer pemasaran.Penelitian ini dilakukan pada konsumen yang pernah mengunakan merek wardah cosmetics minimal 6 bulan terakhir di Jakarta. Jumlah sampel yang diambil sebanyak 241 responden. Metode yang digunakan adalah metode non-probability sampling dengan teknik purposive sampling dan menggunakan alat analisa Structural Equation Model (SEM).Hasil penelitian ini adalah (1) Involvement tidak berpengaruh positif terhadap Brand Trust. (2) Satisfaction berpengaruh positif terhadap Brand Trust. (3) Commitment berpengaruh positif terhadap Brand Trust. (4) Involvement tidak berpengaruh positif terhadap Brand loyalty. (5) Satisfaction tidak berpengaruh positif terhadap Brand Loyalty. (6) Commitment berpengaruh positif terhadap Brand Loyalty. (7) Involvement berpengaruh positif terhadap Word of mouth. (8) Satisfaction berpengaruh positif terhadap Word of Mouth. (9) Commitment berpengaruh positif terhadap Word of Mouth. (10) Brand Trust berpengaruh positif terhadap Brand Loyalty (11) Brand Trust berpengaruh positif terhadap Brand Loyalty.
I In this research aims to analyze The Antecedents of Brand Loyalty and Word of Mouth that is very important for marketing manager decision making.In this research was conducted on consumers who has been purchased Wardah Cosmetics at least for the last six months in Jakarta. The number of samples was taken 241 respondents. The method that used is non-probability sampling with purposive sampling technique and using Structural Equation Model (SEM) analysis tool.The result of this research was (1) Involvement does not have positive influence on Brand Trust. (2) Satisfaction has positive influence on Brand Trust. (3) Commitment has positive influence on Brand Trust. (4) Involvement does not have positive influence on Brand loyalty. (5) Satisfaction does not have positive influence on Brand Loyalty. (6) Commitment has positive influence on Brand Loyalty. (7) Involvement has positive influence on Word of Mouth. (8) Satisfaction has positive influence on Word of Mouth. (9) Commitment has positive influence on Word of Mouth. (10) Brand Trust has positive influence on Brand Loyalty. (11) Brand Trust has positive influence on Word of Mouth.
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