Anteseden emotional brand attachment, brand love, dan konsekuensinya
Info Katalog
File Repositori
Nomor Panggil : 022002001217
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Hj. Arwini Sumardi
Subyek : Brand loyalty;Marketing -- Management
Kata Kunci : brand satisfaction; brand loyalty; emotional brand attachment; brand love; purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022002001217_Halaman-Judul.pdf | ||
| 2. | 2024_TA_SMJ_022002001217_Lembar-Pengesahan.pdf | ||
| 3. | 2024_TA_SMJ_022002001217_Bab-1-Pendahuluan.pdf | ||
| 4. | 2024_TA_SMJ_022002001217_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2024_TA_SMJ_022002001217_Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2024_TA_SMJ_022002001217_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2024_TA_SMJ_022002001217_Bab-5-Simpulan.pdf | ||
| 8. | 2024_TA_SMJ_022002001217_Daftar-Pustaka.pdf | ||
| 9. | 2024_TA_SMJ_022002001217_Lampiran.pdf |
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T Tujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh Brand Satisfaction terhadap Purchase Intention melalui Emotional Brand Attachment, Brand Love, dan Brand Loyalty pada Pengguna Smartphone. Kriteria responden pada penelitian ini merupakan pengguna Smartphone. Metode pengumpulan data yang digunakan non-probability sampling dengan teknik purposive sampling dengan menggunakan kuesioner yang telah diisi oleh 160 responden. Metode analisis data yang digunakan adalah 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 berpengaruh positif terhadap Brand Love, (4) Emotional Brand Attachment berpengaruh positif terhadap Brand Love, (5) Emotional Brand Attachment tidak berpengaruh positif terhadap Brand Loyalty, (6) Brand Love tidak berpengaruh positif terhadap Brand Loyalty, (7) Brand Loyalty berpengaruh positif terhadap Purchase Intention.
T The purpose of this research is to examine and analyze the influence of Brand Satisfaction on Purchase Intention through Emotional Brand Attachment, Brand Love, and Brand Loyalty on Smartphone Users. The criteria for respondents in this study were smartphone users. The data collection method used was non-probability sampling with a purposive sampling technique using a questionnaire that was filled in by 160 respondents. The data analysis method used is the Structural Equation Model (SEM) method. The results of this research 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 a 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, (6) Brand Love has no positive effect on Brand Loyalty, (7) Brand Loyalty has a positive effect on Purchase Intention.
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