Peran brand loyalty dan brand love dalam menciptakan brand equity

DETAIL KOLEKSI

Peran brand loyalty dan brand love dalam menciptakan brand equity

Oleh : Fiekri Ilhami Putra

Info Katalog

Nomor Panggil : 022001801233

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Dyah Astarini

Subyek : Brand name products

Kata Kunci : brand loyalty, brand love, brand equity

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2023_TA_SMJ_022001801233_Halaman-Judul.pdf
2.	2023_TA_SMJ_022001801233_Lembar-Pengesahan.pdf
3.	2023_TA_SMJ_022001801233_Bab-1-Pendahuluan.pdf
4.	2023_TA_SMJ_022001801233_Bab-2-Tinjauan-Pustaka.pdf
5.	2023_TA_SMJ_022001801233_Bab-3-Metode-Penelitian.pdf
6.	2023_TA_SMJ_022001801233_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2023_TA_SMJ_022001801233_Bab-5-Kesimpulan.pdf
8.	2023_TA_SMJ_022001801233_Daftar-Pustaka.pdf
9.	2023_TA_SMJ_022001801233_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji peran brand loyalty dan brand love untuk menciptakan brand equity pada pengguna baju merek lokal. Variabel yang digunakan dalam penelitian ini adalah customer satisfaction, brand trust, brand loyalty, brand love dan brand equity. Sampel dalam penelitian ini sebanyak 250 responden dengan menggunakan teknik non-probability sampling-purposive sampling. Model analisa data yang digunakan adalah Structural Equation Model (SEM).Hasil penelitian ini adalah terdapat pengaruh positif customer satisfaction terhadap brand trust, terdapat pengaruh positif customer satisfaction terhadap brand loyalty, terdapat pengaruh positif customer satisfaction terhadap brand love, terdapat pengaruh positif brand trust terhadap brand loyalty, terdapat pengaruh positif brand trust terhadap brand love, tidak terdapat pengaruh positif brand love terhadap brand loyalty, terdapat pengaruh positif brand loyalty terhadap brand equity, terdapat pengaruh positif brand love terhadap brand equity. Maka dari itu penelitian ini menguji customer satisfaction, brand trust, brand loyalty, brand love dan brand equity pada konsumen baju merek lokal. Indikator dalam penelitian ini disesuaikan dengan karakteristik responden yang dituju

T This study aims to examine the role of brand loyalty and brand love in creating brand equity among local brand clothing users. The variables used in this research are customer satisfaction, brand trust, brand loyalty, brand love and brand equity. The sample in this study was 250 respondents using a non-probability sampling-purposive sampling technique. The data analysis model used is the Structural Equation Model (SEM).The results of this study are that there is a positive effect of customer satisfaction on brand trust, there is a positive effect of customer satisfaction on brand loyalty, there is a positive effect of customer satisfaction on brand love, there is a positive effect of brand trust on brand loyalty, there is a positive effect of brand trust on brand love, no there is a positive influence of brand love on brand loyalty, there is a positive influence of brand loyalty on brand equity, there is a positive influence of brand love on brand equity. Therefore this study examines customer satisfaction, brand trust, brand loyalty, brand love and brand equity among consumers of local brand clothes. The indicators in this study are adjusted to the characteristics of the intended respondents