Anteseden dari brand image dan brand loyalty pada kosmetik lipstik
Info Katalog
File Repositori
Nomor Panggil : 022002001119
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Arnolt Kristian Pakpahan
Subyek : Online social networks;Marketing -- Management
Kata Kunci : e-WOM, online community, online advertising, brand image, brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2024_TA_SMJ_022002001119_Halaman-Judul.pdf | ||
| 2. | 2024_TA_SMJ_022002001119_Lembar-Pengesahan.pdf | -1 | |
| 3. | 2024_TA_SMJ_022002001119_Bab-1-Pendahuluan.pdf | ||
| 4. | 2024_TA_SMJ_022002001119_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2024_TA_SMJ_022002001119_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2024_TA_SMJ_022002001119_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2024_TA_SMJ_022002001119_Bab-5-Kesimpulan.pdf | ||
| 8. | 2024_TA_SMJ_022002001119_Daftar-Pustaka.pdf | ||
| 9. | 2024_TA_SMJ_022002001119_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis Anteseden dari Brand Image dan Brand Loyalty pada Kosmetik Lipstik dari merek Maybelline, Pinkflash, Madame Gie, Make Over, dan Focallure. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) e-WOM berpengaruh positif terhadap Brand Image, (2) e-WOM tidak berpengaruh positif terhadap Brand Loyalty, (3) Online Community berpengaruh positif terhadap Brand Image, (4) Online Community berpengaruh positif terhadap Brand Loyalty, (5) Online Advertising berpengaruh positif terhadap Brand Image, (6) Online Advertising berpengaruh positif terhadap Brand Loyalty.
T This study aims to test and analyze the Antecedents of Brand Image and Brand Loyalty in Lipstick Cosmetics from Maybelline, Pinkflash, Madame Gie, Make Over, and Focallure brands. The sample used in this study amounted to 200 respondents. The sampling technique used in this study was purposive sampling. The data were analyzed using the Structural Equation Model (SEM) method. The results of this study are: (1) e-WOM has a positive effect on Brand Image, (2) e-WOM does not have a positive effect on Brand Loyalty, (3) Online Community has a positive effect on Brand Image, (4) Online Community has a positive effect on Brand Loyalty, (5 ) Online Advertising positive influence on Brand Image, (6) Online Advertising has a positive effect on Brand Loyalty.
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