Penerapan brand experience dan perceived value melalui brand love yang dapat berdampak pada brand loyalty kosmetik lokal di indonesia.
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File Repositori
Pembimbing 3 : Intan Kemala Hidayat Kartasasmita
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Asep Hermawan
Pembimbing 2 : Nico Lukito
Kata Kunci : brand experience, brand love, brand loyalty, and perceived value
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TS_MMJ_122012301003_Halaman-Judul.pdf | 14 | |
| 2. | 2024_TS_MMJ_122012301003_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_TS_MMJ_122012301003_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_TS_MMJ_122012301003_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_TS_MMJ_122012301003_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_TS_MMJ_122012301003_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_TS_MMJ_122012301003_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_TS_MMJ_122012301003_Bab-1.pdf | 12 | |
| 9. | 2024_TS_MMJ_122012301003_Bab-2.pdf | 13 |
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| 10. | 2024_TS_MMJ_122012301003_Bab-3.pdf | 16 |
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| 11. | 2024_TS_MMJ_122012301003_Bab-4.pdf | 14 |
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| 12. | 2024_TS_MMJ_122012301003_Bab-5.pdf | 4 | |
| 13. | 2024_TS_MMJ_122012301003_Daftar-Pustaka.pdf | 5 | |
| 14. | 2024_TS_MMJ_122012301003_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis penerapan brand experience danperceived value melalui brand love yang dapat berdampak pada brand loyaltykosmetik lokal di Indonesia. Data yang digunakan dalam penelitian ini merupakandata prime yang bersumber dari penyebaran kuisioner ke konsumen kosmetik lokal.Sampel penelitian dipilih menggunakan metode purposive sampling sehinggadiperoleh 190 konsumen kosmetik lokal dari 19 pernyataan dikali 10. Analisis datayang digunakan untuk uji hipotesis yaitu analisis regresi SEM AMOS dengan hasilpenelitian menyatakan bahwa variabel brand experience tidak berpengaruhterhadap brand loyalty. variabel perceived value memiliki pengaruh positifsignifikan terhadap brand loyalty. variabel brand experience berpengaruh positifsignifikan terhadap brand love artinya semakin tinggi pengalaman konsumen, makadapat meningkatkan brand love. variabel perceived value memiliki pengaruh positifsignifikan signifikan terhadap brand love variabel brand love memiliki pengaruhpositif signifikan terhadap brand loyalty. variabel brand love mampu memediasipengaruh brand experience dengan brand loyalty. variabel brand love mampumemediasi brand experience dengan brand loyalty.
T This research aims to analyze the application of brand experience and perceivedvalue through brand love which can have an impact on local cosmetic brand loyaltyin Indonesia. The data used in this research is prime data sourced from distributingquestionnaires to local cosmetics consumers. The research sample was selectedusing a purposive sampling method so that 190 local cosmetics consumers wereobtained from 19 statements multiplied by 10. Data analysis used to test thehypothesis was SEM AMOS regression analysis with the research results statingthat the brand experience variable had no effect on brand loyalty. The perceivedvalue variable has a significant positive influence on brand loyalty. The brandexperience variable has a significant positive effect on brand love, meaning that thehigher the consumer experience, the greater the brand love. The perceived valuevariable has a significant positive influence on brand love. The brand love variablehas a significant positive influence on brand loyalty. The brand love variable isable to mediate the influence of brand experience and brand loyalty. The brand lovevariable is able to mediate brand experience with brand loyalty.
Anteseden brand loyalty pada layanan berlangganan Over The Top (OTT) berbasis video streaming
FEB - Usakti
Pengaruh consumer education terhadap brand loyalty yang dimediasi oleh brand engagement
FEB - Usakti
Faktor - faktor yang mempengaruhi brnad layalty dan customer advocacy pada brand ramah lingkungan
FEB - Usakti
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