Pengaruh brand love terhadap brand loyalty: peran self- esteem dan susceptibility to normative influence sebagai variable mediasi

DETAIL KOLEKSI

Pengaruh brand love terhadap brand loyalty: peran self- esteem dan susceptibility to normative influence sebagai variable mediasi

Oleh : Ramadhani

Info Katalog

Nomor Panggil : 022001703007

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Luki Adiati Pramono

Subyek : Product management - Marketing;Social media - Economic aspects

Kata Kunci : brand love, self-esteem, susceptibility to normative influence, brand, loyalty

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2022_TA_SMJ_022001703007_Halaman-Judul.bak.pdf
2.	2022_TA_SMJ_022001703007_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001703007_Bab-1-Pendahuluan.pdf
4.	2022_TA_SMJ_022001703007_Bab-2-Kerangka-Teoritis.pdf
5.	2022_TA_SMJ_022001703007_Bab-3-Metodologi-Penelitian.pdf
6.	2022_TA_SMJ_022001703007_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001703007_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001703007_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001703007_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji adanya pengaruh brand love, self-esteem, susceptibility to normative influence terhadap brand loyalty. Selanjutnya di uji juga self-esteem dan susceptibility to normative influence memediasi pengaruh brand love terhadap brand loyaty. Rancangan penelitian ini adalah uji hipotesis menggunakan kuesioner yang dibagikan pada 200 responden yang pernah berbelanja sportswear dalam kurun waktu 6 bulan terakhir. Hipotesa penelitian ini di uji menggunakan metode Structural Equition Model (SEM). Hasil penelitian ini menunjukan brand love, self-esteem dan susceptibility to normative influence berpengaruh positive terhadap brand loyalty. Self-esteem dan susceptibility to normative influence berpengaruh positif memediasi pengaruh brand love terhadap brand loyaty, sedangkan brand love terhadap brand loyalty tidak berpengaruh positif. Penelitian ini memberikan saran atau masukan kepada manajer merek untuk meningkatkan nilai mereknya agar dapat menarik konsumen untuk lebih loyal dengan merancang strategi pemasaran yang baik dan meningkatkan kualitas produk.

T This study aims to examine the influence of brand love, self-esteem, susceptibility to normative influence towards brand loyalty. Furthermore, self-esteem and susceptibility to normative influence are also mediating the influence of brand love towards brand loyalty. The design of this research is to test the hypothesis using a questionnaire distributed to 200 respondents who have shopped for sportswear in the last 6 months. The research hypothesis was tested using the Structural Equation Model (SEM) method. The results of this study show that brand love, self-esteem and susceptibility to normative influence have a positive effect towards brand loyalty. Self-esteem and susceptibility to normative influence have a positive effect on mediating the effect of brand love towards brand loyalty, while brand love towards brand loyalty has no positive effect. This study provides advice or input to brand managers to improve their brands value in order to attract consumers to be more loyal by designing good marketing strategies and improving product quality.