Pengaruh self-brand connection terhadap brand royalty apple

DETAIL KOLEKSI

Pengaruh self-brand connection terhadap brand royalty apple

Oleh : Muhammad Boy Pangestu

Info Katalog

Nomor Panggil : 2108_TA_MJ_022141002

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Willy Arafah

Subyek : Self-brand experience;Marketing management

Kata Kunci : self-brand experience, brand experience, loyalty

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2018_TA_MJ_022141002_Halaman-Judul.pdf
2.	2018_TA_MJ_022141002_Bab-1.pdf
3.	2018_TA_MJ_022141002_Bab-2.pdf
4.	2018_TA_MJ_022141002_Bab-3.pdf
5.	2018_TA_MJ_022141002_Bab-3.pdf
6.	2018_TA_MJ_022141002_Bab-5.pdf
7.	2018_TA_MJ_022141002_Daftar-Pustaka.pdf
8.	2018_TA_MJ_022141002_Lampiran.pdf

Abstrak
Abstract

P enelitian ini menguji pengaruh Self-brand Connection terhadap Loyalty Serta menguji pengaruh Self-brand Connection terhadap Brand Experience, dan pengaruh yang digunakan sebanyak 280 responden yang menggunakan produk Apple selama 6 bulan terakhir. Analisis data dilakukan dengan menggunakan analisis SEM. Hasil penelitian menunjukan bahwa Self-brand Connection memiliki pengaruh positif signifikan terhadap Loyalty, Hasil penilitian menunjukan bahwa Self-brand Connection memiliki pengaruh positif signifikan Brand Experience, dan Hasil penelitian ini menunjukan bahwa Self-brand Connection tidak memiliki pengaruh positif yang signifikan terhadap Loyalty dimediasi oleh Brand Experience.

T his study examines the influence Self-brand Connection with Loyalty. And test the influence Self-brand Connection with Brand Experience, And test the influence of Self-brand Connection with Loyalty mediates Brand Experience. The sample used is as many as 280 respondents who used Apple in 6 month. Data analysis was done by using SEM analysis. The results show that Self-brand Connection Media has a significant positive effect on Loyalty, The result show that Self-brand Connection Media has a significant positive effect on Brand Experience, And the result show that Self-brand Connection has a not significant positive effect on Loyalty mediates Brand Experience.