DETAIL KOLEKSI

Anteseden dan konsekuensi dari emotional brand attachment dan brand love


Oleh : Kathi Ramadhia Risde

Info Katalog

Nomor Panggil : 022001806022

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Fatik Rahayu

Subyek : Marketing - Management

Kata Kunci : brand satisfaction, emotional brand attachment,


File Repositori
No. Nama File Ukuran (KB) Status
1. 2021-TA_SMJ_022001806022--Halaman-Judul.pdf 1710.62
2. 2021-TA_SMJ_022001806022--Lembar-Pengesahan.pdf 1549.23
3. 2021-TA_SMJ_022001806022--Bab-1-Pendahuluan.pdf 1507.53
4. 2021-TA_SMJ_022001806022--Bab-2-Tinjauan-Pustaka.pdf 1566.35
5. 2021-TA_SMJ_022001806022--Bab-3-Metodologi-Penelitian.pdf 1904.87
6. 2021-TA_SMJ_022001806022-Bab-4-Analisis-dan-Pembahasan.pdf 1665.82
7. 2021-TA_SMJ_022001806022--Bab-5-Kesimpulan.pdf 1465.24
8. 2021-TA_SMJ_022001806022-fDaftar-Pustaka.pdf 1572.44
9. 2021-TA_SMJ_022001806022--Lampiran.pdf 2650.24

P Penelitian ini bertujuan menguji dan menganalisis peran emotional brand attachment dan brand love dalam memediasi pengaruh brand satisfaction terhadap brand loyalty pada pengguna smartphone. Sampel yang digunakan dalam penelitian ini berjumlah 207 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Brand satisfaction tidak berpengaruh positif terhadap Brand Loyalty, (2) Brand Satisfaction berpengaruh positif terhadap Emotional Brand Attachment, (3) Brand Satisfaction tidak berpengaruh positif terhadap Brand Love, (4) Emotional Brand Attachment berpengaruh positif terhadap Brand Love, (5) Emotional Brand Attachment tidak berpengaruh positif terhadap Brand Loyalty, dan (6) Brand Love berpengaruh positif terhadap Brand Loyalty.

T The purpose of this study was to examine and analyze the role of emotional brand attachment and brand love in mediating the effect of brand satisfaction on brand loyalty on smartphone users. The sample used in this study is 207 respondents. The sampling technique used is purposive sampling. The data are analyzed using the SEM method. The findings of this study are: (1) Brand satisfaction has no positive effect on Brand Loyalty, (2) Brand Satisfaction has a positive effect on Emotional Brand Attachment, (3) Brand Satisfaction has no positive effect on Brand Love, (4) Emotional Brand Attachment has a positive effect on Brand Love, (5) Emotional Brand Attachment has no positive effect on Brand Loyalty, and (6) Brand Love has a positive effect on Brand Loyalty.

Bagaimana Anda menilai Koleksi ini ?