Peran emotional attachment dalam memediasi pengaruh self-brand connection terhadap positive word of mouth.

DETAIL KOLEKSI

Peran emotional attachment dalam memediasi pengaruh self-brand connection terhadap positive word of mouth.

Oleh : Arvin Shankar

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Aekram Faisal

Pembimbing 2 : Robert Kristaung

Kata Kunci : Self-brand connection, Positive word of mouth, Emotional attachment, SEM, Bootstrapping

Saat ini file hanya dapat diakses dari perpustakaan.

Status : Lengkap

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh Self-brand connection, Positiveword of mouth, dan Emotional attachment terhadap pengguna sepatu handmade daribrand lokal. Uji statistik deskriptif dilakukan untuk menggambarkan data melalui nilairata-rata (mean) dan standar deviasi. Hasilnya menunjukkan bahwa variabel Selfbrand connection memiliki nilai mean sebesar 4,251 dan standar deviasi sebesar 0,773,yang menunjukkan jawaban responden cenderung seragam. Variabel Positive word ofmouth memiliki nilai mean sebesar 4,292 dan standar deviasi sebesar 0,787,menunjukkan stabilitas data yang baik. Variabel Emotional attachment memiliki nilaimean sebesar 4,266 dan standar deviasi sebesar 0,748, juga menunjukkan konsistensidata yang baik. Pengujian hipotesis dilakukan menggunakan metode StructuralEquation Modeling (SEM) dan bootstrapping untuk pengujian peran mediasi. Hasilpengujian menunjukkan bahwa Self-brand connection tidak memiliki pengaruhsignifikan terhadap Positive word of mouth (p-value = 0,108). Namun, Self-brandconnection memiliki pengaruh positif signifikan terhadap Emotional attachment (pvalue â‰¤ 0,001).Emotional attachment juga berpengaruh positif signifikan terhadap Positive word ofmouth (p-value â‰¤ 0,001). Selain itu, Self-brand connection berpengaruh positifterhadap Positive word of mouth melalui mediasi Emotional attachment, dengan hasilbootstrapping yang menunjukkan estimasi signifikan. Temuan penelitian inimengindikasikan bahwa meskipun Self-brand connection tidak langsungmempengaruhi Positive word of mouth, Emotional attachment memediasi hubungantersebut, memperkuat efek Self-brand connection terhadap Positive word of mouth.Penelitian ini memberikan wawasan penting bagi perusahaan dalam membangunstrategi pemasaran yang berfokus pada peningkatan koneksi emosional antarakonsumen dan merek untuk mendorong promosi positif dari mulut ke mulut.

T This study aims to analyze the influence of Self-brand connection, Positive word ofmouth, and Emotional attachment on users of handmade shoes from local brands.Descriptive statistical tests were conducted to describe the data through mean valuesand standard deviations. The results show that the Self-brand connection variable hasa mean value of 4.251 and a standard deviation of 0.773, indicating that respondents\\\'answers tend to be consistent. The Positive word of mouth variable has a mean valueof 4.292 and a standard deviation of 0.787, showing good data stability.The Emotional attachment variable has a mean value of 4.266 and a standarddeviation of 0.748, also indicating good data consistency. Hypothesis testing wascarried out using the Structural Equation Modeling (SEM) method and bootstrappingfor testing the mediation role. The results indicate that Self-brand connection does nothave a significant effect on Positive word of mouth (p-value = 0.108). However, Selfbrand connection has a significant positive effect on Emotional attachment (p-value â‰¤0.001). Emotional attachment also has a significant positive effect on Positive wordof mouth (p-value â‰¤ 0.001). Additionally, Self-brand connection positively influencesPositive word of mouth through the mediation of Emotional attachment, withbootstrapping results showing significant estimates. The findings of this study indicatethat although Self-brand connection does not directly affect Positive word of mouth,Emotional attachment mediates this relationship, enhancing the effect of Self-brandconnection on Positive word of mouth. This study provides important insights forcompanies in developing marketing strategies that focus on enhancing the emotionalconnection between consumers and brands to encourage positive word-of-mouthpromotion.