Pengaruh brand community, brand satisfaction, customer brand engagement terhadap brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 022001902016
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Adiati Hardjanti
Subyek : Marketing management;Brand loyalty
Kata Kunci : brand community; brand satisfaction; customer brand engagement; brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001902016_Halaman-Judul.pdf | 11 | |
| 2. | 2023_TA_SMJ_022001902016_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001902016_Bab-1-Pendahuluan.pdf | 5 | |
| 4. | 2023_TA_SMJ_022001902016_Bab-2-Tinjauan-Pustaka.pdf | 33 |
|
| 5. | 2023_TA_SMJ_022001902016_Bab-3-Metode-Penelitian.pdf | 21 |
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| 6. | 2023_TA_SMJ_022001902016_Bab-4-Analisis-dan-Pembahasan.pdf | 16 |
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| 7. | 2023_TA_SMJ_022001902016_Bab-5-Kesimpulan.pdf | 2 |
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| 8. | 2023_TA_SMJ_022001902016_Daftar-Pustaka.pdf | 4 | |
| 9. | 2023_TA_SMJ_022001902016_Lampiran.pdf | 30 |
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P Penelitian ini bertujuan menguji dan menganalisis peran Brand Community, Brand Satisfaction, Customer Brand terhadap Brand Loyalty pada konsumen Sneakers Brand Nike Sampel yang digunakan dalam penelitian ini berjumlah 231 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling.Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Brand Community berpengaruh positif terhadap Brand Loyalty, (2) Brand Community berpengaruh positif terhadap Customer Brand Engagement, (3) Brand Satisfaction berpengaruh positif terhadap Brand Loyalty, (4) Brand Satisfactionberpengaruh positif terhadap Customer Brand Engagement, (5) Customer Brand Engagementberpengaruh positif terhadap Brand Loyalty.
T This study aims to examine and analyze the role of Brand Community, Brand Satisfaction, Brand Customers on Brand Loyalty in Nike Brand Sneakers consumers. The sample used in this study was 231 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 Community has a positive effect on Brand Loyalty, (2) Brand Community has a positive effect on Customer Brand Engagement, (3) Brand Satisfaction has a positive effect on Brand Loyalty, (4) Brand Satisfaction has a positive effect on Customer Brand Engagement, (5) Customer Brand Engagement has a positive effect on Brand Loyalty.
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