Analisis brand experience sebagai faktor yang memediasi hubungan antara self-brand connection dan brand loyalty

DETAIL KOLEKSI

Analisis brand experience sebagai faktor yang memediasi hubungan antara self-brand connection dan brand loyalty

Oleh : Dikhoo MS Friagus

Info Katalog

Nomor Panggil : 2018_TA_MJ_022154501

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Dyah Astarini

Subyek : Self-brand connection;Marketing manajamen

Kata Kunci : self-brand connection, brand experience, brand loyalty

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2018_TA_MJ_022154501_Halaman-Judul.pdf
2.	2018_TA_MJ_022154501_Bab-1.pdf
3.	2018_TA_MJ_022154501_Bab-2.pdf
4.	2018_TA_MJ_022154501_Bab-3.pdf
5.	2018_TA_MJ_022154501_Bab-4.pdf
6.	2018_TA_MJ_022154501_Bab-5.pdf
7.	2018_TA_MJ_022154501_Daftar-Pustaka.pdf
8.	2018_TA_MJ_022154501_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis hubungan self-brand connection terhadap brand loyalty yang dimediasi oleh brand experience.Metode pengumpulan data menggunakan kuesioner dengan teknik purposive sampling kepada 168 responden yang menggunakan merek. Alat analisis data yang digunakan adalah Structural Equation Model (SEM) melalui program AMOS dan SPSS, sedangkan uji reliabilitas adalah Cronbachâ€™s Alpha.Hasil penelitian ini menunjukkan bahwa self-brand connection berhubungan positif terhadap brand loyalty, self-brand connection berhubungan positif terhadap brand experience dan brand experience memediasi hubungan self-brand connection terhadap brand loyalty.Peneliti selanjutnya disarankan untuk meneliti merek lainnya dan menambahkan variabel lain seperti brand trust (Kuikka dan Laukkanenn, 2012).

T The objective of the empirical study is to analyze relationship self-brand toward brand loyalty a mediated by brand experience.Data collection method that used was questionnaire with purposive samplingtechnique to 168 respondent that has been use brand and has a purchase frequency of under 6 months.The data analysis tool that used was Structural Equation Model (SEM) via AMOS and SPSS program, while the reliability test was cronbachâ€™s alpha.The results shows that self-brand connection is positively associated with brand loyalty, self-brand connection is positively associated with brand experience, brand experience mediates the association between self-brand connection and brand loyalty.For future researchers are suggested to analysis other brand company and added other variable like brand trust (Kuikka dan Laukkanenn, 2012).