Anteseden dan konsekuensi brand community identification
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Iwan Ekawanto
Subyek : Branding (Marketing)
Kata Kunci : self brand and congruity, social interactivity, brand distinectiveness, brand community identificat
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002005010_Halaman-Judul.pdf | 11 | |
| 2. | 2024_SK_SMJ_022002005010_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002005010_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002005010_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002005010_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002005010_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002005010_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002005010_Bab-1.pdf | 9 | |
| 9. | 2024_SK_SMJ_022002005010_Bab-2.pdf |
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| 10. | 2024_SK_SMJ_022002005010_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002005010_Bab-4.pdf |
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| 12. | 2024_SK_SMJ_022002005010_Bab-5.pdf | 5 | |
| 13. | 2024_SK_SMJ_022002005010_Daftar-Pustaka.pdf | ||
| 14. | 2024_SK_SMJ_022002005010_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh self brand and congruity, social interactivity, brand distinecveness terhadap brand community identification terhadap affective brand commitment, online brand co-creation, serta menguji pengaruh affective brand commitment, online brand co-creation terhadap community citizenship behavior pada fesyen brand luxury. Sampel yang digunakan dalam penelitian ini berjumlah 232 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis dengan menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) self and brand congruity, social Interactivity, brand distinctiveness berpengaruh positif terhadap brand community identification (2) brand community identification berpengaruh positif terhadap affective brandcommitment (3) brand community identification berpengaruh positif terhadap online brand co-creation (4) affective brand commitment berpengaruh positif terhadap online brand co-creation (5) affective brand commitment berpengaruh positif terhadap community citizenship behaviour (6) online brand co-creation berpengaruh positif terhadap community citizenship behavior. Penelitian ini diharapkan dapat mengembangkan wawasan dan ilmu pengetahuan, khususnya di bidang manajemen pemasaran terutama mengenai self brand and congruity, social Interactivity, brand distinectiveness, brand community identification, affective brand commitment, online brand co-creation, community citizenship behavior serta juga diharapkan dapat digunakan sebagai sarana pengembangan ilmu pengetahuan.
T his research aims to test and analyze This research aims to test and analyze the influence of self brand and congruity, social interactivity, brand distincveness on brand community identification on affective brand commitment, online brand co-creation, as well as testing the influence of affective brand commitment, online brand co-creation on community citizenship behavior in luxury fashion brand. The sampleused in this research was 232 respondents. The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this research are (1) self and brand congruity, social interactivity, distinctiveness have a positive effect on brand community identification (2) brand community identification has a positive effect on affective brand commitment (3) brand community identification has a positive effect on online brand co-creation (4) affective brand commitment has a positive effect on online brand co-creation (5) affective brand commitment has a positive effect on community citizenship behavior (6) online brand co-creation has a positive effect on community citizenship behavior. This research is expected to develop insight and knowledge, especially in the field of marketing management, especially regarding self brand and congruity, social Interactivity, brand distinctiveness, brand community identification, affective brand commitment, online brand co-creation, community citizenship behavior and is also expected to be used as a means of developing science.
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