Pengaruh brand consciousness terhadap brand loyalty melalui emotional value

DETAIL KOLEKSI

Pengaruh brand consciousness terhadap brand loyalty melalui emotional value

Oleh : Frysella Cindy Fahla

Info Katalog

Nomor Panggil : 2018_TA_MJ_022132023

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Brand consciousness;Marketing management

Kata Kunci : brand consciousness, emotional value, brand loyalty, smartphone.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2018_TA_MJ_022132023_Halaman-Judul.pdf	17
2.	2018_TA_MJ_022132023_Bab-1.pdf	7
3.	2018_TA_MJ_022132023_Bab-2.pdf
4.	2018_TA_MJ_022132023_Bab-3.pdf
5.	2018_TA_MJ_022132023_Bab-4.pdf
6.	2018_TA_MJ_022132023_Bab-5.pdf
7.	2018_TA_MJ_022132023_Daftar-Pustaka.pdf	3
8.	2018_TA_MJ_022132023_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh brand consciousness terhadap brand loyalty melalui emotional value pada Industri Smartphone di Indonesia. Sampel yang digunakan dalam penelitian ini berjumlah 120 responden dan dikumpulkan dengan metode purposive sampling. Pengujian Hpotesis dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian menunjukkan (1) Brand consciousness berpengaruh positif terhadap emotional value, (2) Emotional value berpengaruh positif terhadap brand loyalty, (3) Brand consciousness berpengaruh positif terhadap brand loyalty melalui emotional value. Implikasi manajerial untuk penelitian penelitian adalah manajer pemasaran industri smartphone harus lebih meningkatkan brand loyalty dengan mempertimbangkan faktor-faktor yang mempengaruhinya antara lain brand consciousness dan emotional value, yang pada akhirnya dapat meningkatkan profit dan mendukung kelangsungan perusahaan di masa mendatang.

T he objective of this study is to examine and analyze the influencing of brand consciousness on brand loyalty through emotional value of Smartphone Industries in Indonesia. The samples being used in this study is 120 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structuctural Equation Model (SEM) analysis method. The findings of this study are: (1) brand consciousness has positive impact on emotional value, (2) emotional value has positive impact on brand loyalty, and (3) emotional brand consciousness has positive impact on brand loyalty through emotional value.Managerial implication of this research is marketing manager of smartphone industrries must increase brand loyalty with consider the factors that impact of it, such as brand consciousness and emotional value, and finally it can enhance profit and support company existence in future.