Anteseden of brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022141228
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Willy Arafah
Subyek : Brand communication - Brand loyalty;Marketing management
Kata Kunci : self-brand connection, brand experience, brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022141228_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022141228_Bab-1.pdf | 10 | |
| 3. | 2019_TA_MJ_022141228_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022141228_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022141228_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022141228_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022141228_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022141228_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh Brand Loyalty yang dipengaruhi oleh Self-brand connection dan brand experience. Teknik pengambilansampel yang digunakan adalah purposive sampling. Metode yang digunakan adalahmetode non-probability sampling dengan menggunakan alat Analisa StructuralEquation Modeling. Sampel yang digunakan adalah sebanyak 240 responden yangpernah menggunakan produk Samsung dan Iphone selama minimal 6 bulanpemakaian. Hasil penelitian ini menunjukkan bahwa Self-Brand Connectionpengaruh positif terhadap Brand Loyalty, Self-Brand Connection berpengaruh positifterhadap Brand Experience, dan Brand Experience mempunyai pengaruh positifterhadap Brand Loyalty. Untuk penelitian selanjutnya tidak hanya terfokus padabrand Samsung dan Iphone saja. Penelitian selanjutnya sebaiknya menambahkanvariable brand trust
T The purpose of this research was to see aims to analyze the Brand Loyaltyinfluenced by Self-brand connection and brand experience. The sampling techniqueused was purposive sampling. The method used is a non-probability samplingmethod using Structural Equation Modeling Analysis tools. The sample took 240respondents who had used Samsung and I-phone products for at least 6 months ofusage. The results of this study is to indicate that Self-Brand Connection has apositive influence towards Brand Loyalty, Self-Brand Connection has a positiveeffect towards Brand Experience, and Brand Experience has a positive influencetowards Brand Loyalty. For further research, it will not only focus on Samsung andI-phone brands. Future research should add a variable brand trust
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