Anteseden dari brand loyakty pada usaha coffee shop lokal di Indonesia
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File Repositori
Subyek : Marketing -- Management;Branding (marketing)
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Asep Hermawan
Kata Kunci : brand satisfaction, emotional brand attachment, brand trust, brand love. Brand Loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TS_MMJ_122012011059_Halaman-Judul.pdf | 11 | |
| 2. | 2023_TS_MMJ_122012011059_Lembar-Pengesahan.pdf | 5 | |
| 3. | 2023_TS_MMJ_122012011059_Bab-1-Pendahuluan.pdf | 7 | |
| 4. | 2023_TS_MMJ_122012011059_Bab-2-Tinjauan-Pustaka.pdf | 19 |
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| 5. | 2023_TS_MMJ_122012011059_Bab-3-Metodologi-Penelitian.pdf | 19 |
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| 6. | 2023_TS_MMJ_122012011059_Bab-4-Hasil-dan-Pembahasan.pdf | 12 |
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| 7. | 2023_TS_MMJ_122012011059_Bab-5-Kesimpulan.pdf | 5 | |
| 8. | 2023_TS_MMJ_122012011059_Daftar-Pustaka.pdf | 8 | |
| 9. | 2023_TS_MMJ_122012011059_Lampiran.pdf | 22 |
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P Penelitian ini bertujuan untuk menganalisis peranan Brand Satisfaction, Emotional brand attachment, Brand Love dan Brand Trust terhadap Brand Loyalty pada Usaha Kedai Kopi Lokal di Indonesia. Penelitian ini menambahkan variabel Brand Trust. Metode analisis yang digunakan pada penelitian ini adalah analisis SEM (Structural Equation Modelling) memakai bantuan software AMOS (Analysis of Moment Structure). Teknik pengumpulan data menggunakan kuesioner secara langsung dimana data disebarkan menggunakan kuesioner online menggunakan google form. hasil kuesioner mendapatkan jumlah sampel yaitu 150 responden Pelanggan kedai kopi lokal di Indonesia, Hasil penelitian ini menunjukkan bahwa: (1) Brand satisfaction berpengaruh signifikan terhadap brand loyalty. (2) Brand satisfaction berpengaruh signifikan terhadap Emotional brand attachment. (3) Brand satisfaction berpengaruh signifikan terhadap brand love. (4) Emotional brand attachment berpengaruh signifikan terhadap brand love. (5) Emotional brand attachment berpengaruh signifikan terhadap brand loyalty. (6)Brand love berpengaruh signifikan terhadap brand loyalty..(7) Brand Trust berpengaruh signifikan terhadap brand loyalty
T This study aims to analyze the role of Brand Satisfaction, Emotional brand attachment, Brand Love and Brand Trust on Brand Loyalty in Local Coffee Shop Businesses in Indonesia. This study adds the Brand Trust variable. The analytical method used in this research is SEM (Structural Equation Modeling) analysis using AMOS (Analysis of Moment Structure) software. The data collection technique uses a direct questionnaire where the data is distributed using an online questionnaire using the Google form. the results of the questionnaire obtained a sample of 150 respondents to local coffee shop customers in Indonesia. The results of this study indicate that: (1) Brand satisfaction has a significant effect on brand loyalty. (2) Brand satisfaction has a significant effect on Emotional brand attachment. (3) Brand satisfaction has a significant effect on brand love. (4) Emotional brand attachment has a significant effect on brand love. (5) Emotional brand attachment has a significant effect on brand loyalty. (6) Brand love has a significant effect on brand loyalty. (7) Brand Trust has a significant effect on brand loyalty.
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