Konsekuensi self-brand connection
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022151102
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Fatik Rahayu
Subyek : Self-brand connection;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_022151102_Halaman-Judul.pdf | 17 | |
| 2. | 2019_TA_MJ_022151102_Bab-1.pdf | 7 | |
| 3. | 2019_TA_MJ_022151102_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022151102_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022151102_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022151102_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022151102_Daftar-Pustaka.pdf | 6 | |
| 8. | 2019_TA_MJ_022151102_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis konsekuansi dari Self-Brand Connection. Sampel yang digunakan dalam penelitian ini sebanyak 240 responden dengan menggunakan metode penarikan sample purposive sampling. Sampel yang digunakan dalam penelitian ini adalah konsumen yang pernah membeli dan menggunakan Luxury Fashion Brand. Pengujian hipotesis pada penelitian ini menggunakan metode Structural Equation Model (SEM) dengan bantuan software AMOS. Hasil dari penelitian ini adalah terdapat pengaruh Self-Brand Connection terhadap Brand Loyalty, selanjutnya Self Brand Connection berpengaruh terhadap Brand Experience, selain itu, Brand Experience dapat memediasi hubungan antara Self-Brand Connection dan Brand Loyalty. Untuk peneliti selanjutnya disarankan dapat meneliti Luxury Fashion Brand lainnya dan menambahkan variabel lainnya seperti Brand Trust dan Brand Value.
T The objective of the empirical study is to test and analyze the consequences of Self-Brand Connection. The sample used in this study is 240 respondents by using purposive sampling technique. The sample used in this study is consumers who have bought and used a Luxury Fashion Brand. The hypothesis testing in this study uses the Structural Equation Model (SEM) method with AMOS software. The results of this study show Self Brand Connection is associated with Brand Loyalty. Then, Self Brand Connection associated with Brand Experience. Also, Brand Experience mediates the association between Self-Brand Connection and Brand Loyalty. For future researchers are suggested to analysis other brand company and added other variabel like Brand Trust and Brand Value.
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