Pengaruh brand credibility terhadap brand loyalty dimediasi oleh attitude toward brand
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Kurniawati
Pembimbing 2 : Kurniawati
Subyek : Brand loyalty
Kata Kunci : brand credibility, brand loyalty, attitude toward brand.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002006031_Halaman-Judul.pdf | 11 | |
| 2. | 2024_SK_SMJ_022002006031_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002006031_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002006031_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002006031_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002006031_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002006031_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002006031_Bab-1.pdf | ||
| 9. | 2024_SK_SMJ_022002006031_Bab-2.pdf |
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| 10. | 2024_SK_SMJ_022002006031_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002006031_Bab-4.pdf | 10 |
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| 12. | 2024_SK_SMJ_022002006031_Bab-5.pdf | 4 | |
| 13. | 2024_SK_SMJ_022002006031_Daftar-Pustaka.pdf | ||
| 14. | 2024_SK_SMJ_022002006031_Lampiran.pdf | 24 |
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T Terkait penelitian ini bertujuan untuk menganalisa pengaruh Brand Credibility, Brand Loyalty dimediasi oleh Attitude Toward Brand. Dengan hasil analisa dari kredibilitas suatu merek terhadap loyalitas suatu merek yang dimediasi oleh sikap terhadap merek dalam menciptakan kesan puas dan tidak puas nya reaksi pihak konsumen terhadap Coffee Shop lokal di Indonesia. Sebanyak 250 respon kuisioner yang telah terkumpul dalam jangka waktu 2 bulan. Hipotesis yang dianalisis pada penelitian ini menggunakan metode SEM-PLS serta metode Hair et al yang menggunakan metode AMOS. Hasil dari penelitian ini menghasilkan bahwa kredibilitas suatu merek memiliki dampak yang positif terhadap loyalitas suatu merek, lalu pada kredibilitas suatu merek dan loyalitas suatu merek terhadap sikap terhadap merek menghasilkan dampak positif antar keterkaitan ketiga variabel tersebut.
T This research aims to analyze the influence of Brand Credibility, Brand Loyalty and Attitude Toward Brand. With the results of the analysis of the credibility of a brand on brand Loyalty which is mediated by attitudes towards the brand in creating the impression of satisfied and dissatisfied reactions on the part of consumers to local coffee shops in Indonesia. A total of 250 questionnaire responses have been collected within a period of 2 months. The hypotheses analyzed in this study used the SEM-PLS method and the Hair et al method which used the AMOS method. The results of this study indicate that brand credibility has a positive impact on Brand Loyalty, then on brand credibility and Brand Loyalty on attitude towards the brand produces a positive impact between the three variables.
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