Anteseden brand evangelism pada pengguna smartphone di Indonesia
Info Katalog
File Repositori
Nomor Panggil : 022001806015
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Aekram Faisal
Subyek : Brand name products - Marketing;Product management
Kata Kunci : brand smartphone, brand experience, brand satisfaction, brand loyalty, brand love, brand evangelism.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001806015_Halaman-Judul.pdf | 12 | |
| 2. | 2022_TA_SMJ_022001806015_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001806015_Bab-1-Pendahuluan.pdf | 10 | |
| 4. | 2022_TA_SMJ_022001806015_Bab-2-Tinjauan-Pustaka.pdf | 7 |
|
| 5. | 2022_TA_SMJ_022001806015_Bab-3-Metode-Penelitian.pdf | 14 |
|
| 6. | 2022_TA_SMJ_022001806015_Bab-4-Analisis-dan-Pembahasan.pdf | 14 |
|
| 7. | 2022_TA_SMJ_022001806015_Bab-5-Kesimpulan.pdf | 4 |
|
| 8. | 2022_TA_SMJ_022001806015_Daftar-Pustaka.pdf | 5 | |
| 9. | 2022_TA_SMJ_022001806015_Lampiran.pdf | 35 |
|
P Penelitian ini bertujuan untuk menganalisis pengaruh brand experience, brandsatisfaction, brand loyalty, brand love, terhadap brand evangelism. Metode yang digunakan dalam penelitian ini adalah uji hipotesis dari empat hipotesis yang diajukan. Proses pengambilan sampel penelitian dilakukan dengan teknik purposive sampling dengan kriteria responden individu pengguna brandsmartphone yang ada di Indonesia. Penelitian dilakukan dalam dimensi waktucross sectional dengan menggunakan data primer yang diperoleh dari hasiljawaban kuesioner pada google form sebanyak 220 responden. Hasil dari penelitian menunjukkan bahwa tiga hipotesis diterima dan terdapat pengaruh positif brand experience, brand loyalty, brand love terhadap brand evangelism,dan satu hipotesis ditolak karena brand satisfaction memiliki pengaruh negatif terhadap brand evangelism.
T This study aims to analyze the effect of brand experience, brand satisfaction,brand loyalty, brand love, on brand evangelism. The method used in this study ishypothesis testing of the four proposed hypotheses. The research samplingprocess was carried out by purposive sampling technique with the criteria ofindividual respondents using smartphone brands in Indonesia. The study wasconducted in a cross-sectional time dimension using primary data obtained fromthe results of the questionnaire answers on google form as many as 220respondents. The results of the study indicate that three hypotheses are acceptedand there is a positive effect of brand experience, brand loyalty, brand love onbrand evangelism, and one hypothesis is rejected because brand satisfaction has anegative effect on brand evangelism.
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