Pengaruh customer brand engagement terhadap brand loyalty melalui customer participation dan brand satisfaction
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022131270
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Ina Oktaviana Matusin
Subyek : Customer brand engagement;Marketing management
Kata Kunci : customer participation, brand loyalty, brand satisfaction
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2017_TA_MJ_022131270_Halaman-judul.docx.pdf | ||
| 2. | 2017_TA_MJ_022131270_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022131270_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131270_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131270_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131270_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131270_Daftar-pustaka.pdf | 7 | |
| 8. | 2017_TA_MJ_022131270_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh CustomerBrand Engagement terhadap Brand Loyalty melalui Customer Participation danBrand Satisfaction pelanggan samsung. Sampel yang digunakan dalam penelitian iniberjumlah 163 responden dan dikumpulkan dengan metode purposive sampling.Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil daripenelitian ini adalah (1) Customer Brand Engagement berpengaruh positif terhadapCustomer Participation (2) Customer Participation berpengaruh positif terhadapBrand Satisfaction, (3) Customer Participation berpengaruh positif terhadap BrandLoyalty, (4) Brand Satisfaction berpengaruh positif terhadap Brand Loyalty.
T he objective of this study is to examine and analyze the effect of CustomerParticipation toward Brand Loyalty through Brand Satisfaction from customers offast food restaurants. The samples being used in this study is 163 respondents. Thedata collection method being used by this study is purposive sampling. The testing isconducted by using Structuctural Equation Model (SEM) analysis method. Thefindings of this study are: (1) Customer Brand Engagement have positive effect onCustomer Participation (2) Customer Participation have positive effect on BrandSatisfaction, (3) Customer Participation have positive effect on Brand Loyalty, (4)Brand Satisfaction have positive effect on Brand Loyalty
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