Faktor detrminan yang mempengaruhi brand loyalty pada brand kecantikan di Indonesia
Info Katalog
File Repositori
Subyek : Marketing--Management;Brand loyalty
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Kurniawati
Kata Kunci : customer brand engagement, brand experience, brand trust, perceived quality, brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TS_MMJ_122012011036_Halaman-Judul.pdf | 10 | |
| 2. | 2023_TS_MMJ_122012011036_Lembar-Pengesahan.pdf | 5 | |
| 3. | 2023_TS_MMJ_122012011036_Bab-1-Pendahuluan.pdf | 8 | |
| 4. | 2023_TS_MMJ_122012011036_Bab-2-Landasan-Teori.pdf | 18 |
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| 5. | 2023_TS_MMJ_122012011036_Bab-3-Metode-Penelitian.pdf | 15 |
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| 6. | 2023_TS_MMJ_122012011036_Bab-4-Analisis-dan-Pembahasan.pdf | 17 |
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| 7. | 2023_TS_MMJ_122012011036_Bab-5-Kesimpulan.pdf | 3 | |
| 8. | 2023_TS_MMJ_122012011036_Daftar-Pustaka.pdf | 5 | |
| 9. | 2023_TS_MMJ_122012011036_Lampiran.pdf | 19 |
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P Penelitian ini dijalankan untuk menguji pengaruh customer brand engagementdan brand experience terhadap brand trust dan perceived quality serta dampaknyapada brand loyalty. Penelitian ini dirancang dengan menggunakan teknik analisiskausal dan menggunakan metode survei. Metode pengumpulan data yangdigunakan adalah kuesioner yang disebarkan kepada 115 followers dari InstagramWhite Lab, Bio Beauty Lab, Emina, Elshe Skin dan Everwhite. Metodepengolahan data yang digunakan adalah SEM-PLS. Hasil penelitian menunjukkanbahwa Customer brand engagement berpengaruh positif dan signifikan terhadapbrand trust, Brand experience tidak berpengaruh brand trust konsumen, Brandexperience berpengaruh positif dan signifikan perceived quality, Customer brandengagement berpengaruh positif dan signifikan brand loyalty, Brand trustberpengaruh positif dan signifikan brand loyalty, Perceived quality berpengaruhpositif dan signifikan brand loyalty, Perceived quality berpengaruh positif dansignifikan brand trust konsumen dalam menggunakan produk kecantikan
T This research was carried out to examine the effect of customer brandengagement and brand experience on brand trust and perceived quality and theirimpact on brand loyalty. This study was designed using causal analysistechniques and survey methods. The data collection method used was aquestionnaire distributed to 115 followers from Instagram White Lab, Bio BeautyLab, Emina, Elshe Skin and Everwhite. The data processing method used is SEMPLS.The results showed that customer brand engagement had a positive andsignificant effect on brand trust, brand experience had no effect on consumerbrand trust, brand experience had a positive and significant effect on perceivedquality, customer brand engagement had a positive and significant effect onbrand loyalty, brand trust had a positive and significant effect on brand loyalty,Perceived quality has a positive and significant effect on brand loyalty. Perceivedquality has a positive and significant effect on consumer brand trust in usingbeauty products
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