Anteseden dan konsekuensi brand love
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Robert Kristaung
Pembimbing 2 : Robert Kristaung
Subyek : Brand choice
Kata Kunci : brand relationship quality,consumer community Identification,consumer engagement, brand love terhada
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002006008_Halaman-Judul.pdf | ||
| 2. | 2024_SK_SMJ_022002006008_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002006008_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002006008_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002006008_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002006008_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002006008_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | ||
| 8. | 2024_SK_SMJ_022002006008_Bab-1.pdf | ||
| 9. | 2024_SK_SMJ_022002006008_Bab-2.pdf |
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| 10. | 2024_SK_SMJ_022002006008_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002006008_Bab-4.pdf |
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| 12. | 2024_SK_SMJ_022002006008_Bab-5.pdf | ||
| 13. | 2024_SK_SMJ_022002006008_Daftar-Pustaka.pdf | ||
| 14. | 2024_SK_SMJ_022002006008_Lampiran.pdf |
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T erkait penelitian ini bertujuan untuk menganalisa pengaruh Brand Relationship Quality, Consumer Community Identification, Consumer Engagement, Brand Love, Positive Word Of Mouth. Dengan hasil analisa dari hubungan kualitas brand dengan konsumen dalam menciptakan promosi mulut ke mulut yang positif dari konsumen terhadap sebuah brand Toyota. Sebanyak 350 peserta disurvei untuk penelitian ini. Hipotesis yang dianalisis pada penelitian ini menggunakan metode SEM-PLS serta metode AMOS. Hasil dari penelitian ini menghasilkan bahwa (1) Brand Relationship Quality tidak berpengaruh positif terhadap Brand Love, (2) Brand Relationship Quality berpengaruh positif terhadap Consumer Engangement,(3) Consumer Community Identification berpengaruh positif terhadap Brand Love, (4) Consumer Community Identification berpengaruh positif terhadap Consumer Engangement, (5) Consumer Engangement berpengaruh positif terhadap Brand Love (6) Brand Love berpengaruh positif terhadap Positive Word of Mouth
T his research aims to analyze the influence of Brand Relationship Quality, Consumer Community Identification, Consumer Engagement, Brand Love, Positive Word Of Mouth. With the results of analyzing the relationship of brand quality with consumers in creating positive word of mouth from consumers towards a Toyota brand. A total of 350 participants were surveyed for this study. The hypotheses analyzed in this study used the SEM-PLS method and the AMOS method. The results of this study indicate that (1) Brand Relationship Quality has no positive effect on Brand Love, (2) Brand Relationship Quality has a positive effect on Consumer Engangement, (3) Consumer Community Identification has a positive effect on Brand Love, (4) Consumer Community Identification has a positive effect on Consumer Engangement, (5) Consumer Engangement has a positive effect on Brand Love (6) Brand Love has a positive effect on Positive Word of Mouth.
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