Anteseden brand loyalty

DETAIL KOLEKSI

Anteseden brand loyalty

Oleh : Septiani Dwi Lestari

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Kurniawati

Pembimbing 2 : Kurniawati

Kata Kunci : Product Quality, Price Fairness, Brand Prestige, Brand Positioning, Brand Attitude, Perceived Store

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002002040_Halaman-Judul.pdf	11
2.	2025_SK_SMJ_022002002040_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2024_SK_SMJ_022002002040_Surat-Hasil-Similaritas.pdf	1
4.	2024_SK_SMJ_022002002040_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022002002040_Lembar-Pengesahan.pdf	1
6.	2024_SK_SMJ_022002002040_Pernyataan-Orisinalitas.pdf	1
7.	2024_SK_SMJ_022002002040_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022002002040_Bab-1.pdf	5
9.	2025_SK_SMJ_022002002040_Bab-2.pdf	22
10.	2025_SK_SMJ_022002002040_Bab-3.pdf	18
11.	2025_SK_SMJ_022002002040_Bab-4.pdf	12
12.	2025_SK_SMJ_022002002040_Bab-5.pdf	5
13.	2025_SK_SMJ_022002002040_Daftar-Pustaka.pdf	9
14.	2025_SK_SMJ_022002002040_Lampiran.pdf	43

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis Anteseden dari Brand Loyalty pada merekkosmetik lokal di Jakarta. Data diperoleh dengan menyebarkan kuesioner secara onlinemelalui link Google form kepada 126 responden yang pernah membeli dan memakaiProduk Kecantikan Lokal. Metode pengumpulan data yang digunakan Non â€“Propability Sampling dengan teknik pengambilan sampel menggunakan purposivesampling. Data dianalisis menggunakan metode Structural Equation Modeling (SEM)dengan menggunakan software SPSS versi 22 dan AMOS versi 22. Dapat disimpulkanhasil penelitian ini Product Quality tidak berpengaruh positif terhadap Brand Attitude,Price Fairness tidak berpengaruh positif terhadap Brand Attitude, Brand Prestigeberpengaruh positif terhadap Brand Attitude, Brand Positioning tidak berpengaruhpositif terhadap Brand Attitude, Brand Attitude berpengaruh positif terhadap BrandLoyalty, Perceived Store Image memoderasi pengaruh antara Brand Attitude terhadapBrand Loyalty yang menunjukkan hasil kelompok High lebih besar nilainya makaPerceived Strore Image memperkuat hubungan antara Brand Attitude dengan BrandLoyalty.

T This study aims to analyze the Antecedents of Brand Loyalty on local cosmetic brandsin Jakarta.Data were obtained by distributing questionnaires online via Google formlinks to 126 respondents who had purchased and used Local Beauty Products. Thedata collection method used was Non-Propability Sampling with a sampling techniqueusing purposive sampling. Data were analyzed using the Structural EquationModeling (SEM) method using SPSS version 22 and AMOS version 22 software. It canbe concluded that the results of this study Product Quality does not have a positiveeffect on Brand Attitude, Price Fairness does not have a positive effect on BrandAttitude, Brand Prestige has a positive effect on Brand Attitude, Brand Positioningdoes not have a positive effect on Brand Attitude, Brand Attitude has a positive effecton Brand Loyalty, Perceived Store Image moderates the influence between BrandAttitude on Brand Loyalty which shows that the results of the High group have agreater value, then Perceived Store Image strengthens the relationship between BrandAttitude and Brand Loyalty.