Peran emotional brand attachment dalam memediasi pengaruhi brand experience terhadap brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 022001906016
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Aekram Faisal
Subyek : consumers behaviour;Branding (marketing)
Kata Kunci : brand experience, emotional brand attachment, brand love, brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001906016_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001906016_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TA_SMJ_022001906016_Bab-1_Pendahuluan.pdf | 8 | |
| 4. | 2023_TA_SMJ_022001906016_Bab-2_Tinjauan-Pustaka.pdf | 8 |
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| 5. | 2023_TA_SMJ_022001906016_Bab-3_Metode-Penelitian.pdf |
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| 6. | 2023_TA_SMJ_022001906016_Bab-4_Analisis-dan-pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001906016_Bab-5_Kesimpulan.pdf |
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| 8. | 2023_TA_SMJ_022001906016_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001906016_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis peran emotional brand attachment dalam memediasi pengaruh brand experience terhadap brand loyalty pada coffee shop. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Brand Experience berpengaruh positif terhadap Emotional Brand Attachment, (2) Brand Experience berpengaruh positif terhadap Brand Loyalty, (3) Emotional Brand Attachment berpengaruh positif terhadap Brand Loyalty dan yang terakhir (4) Emotional Brand Attachment berpengaruh positif dalam memediasi pengaruh antara Brand Experience terhadap Brand Loyalty. Peneliti selanjutnya diharapkan untuk meneliti coffee shop yang lebih spesifik kriterianya dan menambahkan variabel Customer Satisfaction, Brand Love, dan Brand Image.
T The purpose of this study was to examine and analyze the role of emotional brand attachment and in mediating the effect of brand experience on brand loyalty on coffee shop.. The sample used in this study is 200 respondents. The sampling technique used is purposive sampling. The data are analyzed using the SEM method. The findings of this study are: (1) Brand Experience has positive effect on Emotional Brand Attachment, (2) Brand Experience has a positive effect on Brand Loyalty(3) Emotional Brand Attachment has positive effect on Brand Loyalty and, (4) Emotional Brand Attachment has a positive effect in mediating the influence between Brand Experience on Brand Loyalty. Future researchers are expected to examine coffee shops with more specific criteria and add the variables Customer Satisfaction, Brand Love, and Brand Image.
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