Anteseden kesetiaan terhadap merek smartphone
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Harsini Sutomo
Subyek : Brand product
Kata Kunci : Brand Experience; Brand Trust; Brand Love; Brand Loyalty; Smartphone
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002001208_Halaman-Judul.pdf | ||
| 2. | 2024_SK_SMJ_022002001208_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002001208_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002001208_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002001208_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002001208_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002001208_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002001208_Bab-1.pdf | ||
| 9. | 2024_SK_SMJ_022002001208_Bab-2.pdf |
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| 10. | 2024_SK_SMJ_022002001208_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002001208_Bab-4.pdf |
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| 12. | 2024_SK_SMJ_022002001208_Bab-5.pdf | ||
| 13. | 2024_SK_SMJ_022002001208_Daftar-Pustaka.pdf | ||
| 14. | 2024_SK_SMJ_022002001208_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh Brand Experience terhadap Brand Trust, pengaruh Brand Experience terhadap Brand Love, pengaruh Brand Trust terhadap Brand Love, pengaruh Brand Trust terhadap Brand Loyalty, pengaruh Brand Love terhadap Brand Loyalty, dan pengaruh Brand Experience terhadap Brand Loyalty. Penelitian ini dilakukan pada individu yang menggunakan produk smartphone (brand Apple, Samsung, Oppo, Xiaomi, atau Vivo) minimal dalam 2 tahun terakhir. Data penelitian diperoleh melalui kuesioner online (google form). Teknik penarikan sampel yang digunakan dalam penelitian ini yaitu purposive sampling. Alat analisis data yang digunakan adalah Structural Equation Model (SEM).Hasil penelitian ini menyimpulkan bahwa variabel Brand Experience dengan Brand Trust berpengaruh positif, variabel Brand Experience dengan Brand Love berpengaruh positif, variabel Brand Trust dengan Brand Love berpengaruh positif, variabel Brand Trust dengan Brand Loyalty berpengaruh positif, variabel Brand Love dengan Brand loyalty berpengaruh positif, dan variabel Brand Experience dengan Brand loyalty berpengaruh positif.
T This research aims to analyze the influence of Brand Experience on Brand Trust, the influence of Brand Experience on Brand Love, the influence of Brand Trust on Brand Love, the influence of Brand Trust on Brand Loyalty, the influence of Brand Love on Brand Loyalty, and the influence of Brand Experience on Brand Loyalty. This research was conducted on individuals who used smartphone products (Apple, Samsung, Oppo, Xiaomi or Vivo brands) for at least the last 2 years. Research data was obtained through an online questionnaire (google form). The sampling technique used in this research is purposive sampling. The data analysis tool used is the Structural Equation Model (SEM).The results of this research conclude that the Brand Experience variable with Brand Trust has a positive influence, the Brand Experience variable with Brand Love has a positive influence, the Brand Trust variable with Brand Love has a positive influence, the Brand Trust variable with Brand Loyalty has a positive influence, the Brand Love variable with Brand loyalty has a positive influence, and the Brand Experience variable with Brand loyalty has a positive effect.
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