Antesedens dan konsekuensi dari customer commitment

DETAIL KOLEKSI

Antesedens dan konsekuensi dari customer commitment

Oleh : Ikhsan Fadillah

Info Katalog

Nomor Panggil : 2018_TA_MJ_022140076

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Kurniawati

Subyek : Aesthetic benefit;Marketing management

Kata Kunci : aesthetic benefit, functional benefit, symbolic benefit, sensory experience, emotional attachment, c

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2018_TA_MJ_022140076_Halaman-judul.pdf	19
2.	2018_TA_MJ_022140076_Bab-1.pdf	7
3.	2018_TA_MJ_022140076_Bab-2.pdf
4.	2018_TA_MJ_022140076_Bab-3.pdf
5.	2018_TA_MJ_022140076_Bab-4.pdf
6.	2018_TA_MJ_022140076_Bab-5.pdf
7.	2018_TA_MJ_022140076_Daftar-Pustaka.pdf	6
8.	2018_TA_MJ_022140076_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji dan menganalisis Aesthetic benefit, Functional Benefit, Symbolic Benefit, Sensory Experience, Emotional Attachment terhadap Customer Commitment yang mempengaruhi Brand Equity pada pelanggan iphone. Jumlah responden yang didapat yang sesuai dengan kriteria yaitu sebanyak 170 orang. Metode pengumpulan data menggunakan non-probalbility sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil penelitian ini adalah bahwa terdapat pengaruh positif Aesthetic Benefit, Functional Benefit, Symbolic Benefit, Sensory Experience, Emotional Attachment terhadap Customer Commitment yang juga mempengaruhi Brand Equity. Yang artinya apabila dalam suatu merek dapat memberikan Aesthetic Benefit, Functional Benefit, Symbolic Benefit, Sensory experience, Emotional attachment maka akan dapat membentuk Customer Commitment yang juga berdampak terhadap Brand Equity suatu merek menjadi lebih baik.Penelitian ini memberikan saran agar dapat dilakukan dengan variabel lain sepertiCustomer Loyalty. Penelitian ini juga diharapkan dapat dilakukan terhadap merek smartphone lain seperti Samsung dan Oppo.

T his study aims to teset and analyze Aesthetic benefit, Functional benefit, Symbolicbenefit, Sensory experience, Emotional attachment on Curstome commitment that affect Brand equity on iphone customers. The numbers of respondents is in accordance with the criteria of 170 people.Data collection method uses non-probablity sampling. The test was carried using the Structural Equatiom Model (SEM) method. The results of this study are that there is a positive effect of Aesthetic benefit, Functional benefit, Symbolic benefit, Sensory experience, Emotional attachment on Customer commitment which also affects Brand equity. Which means that if a brand can provide Aesthetic benefit, Functional benefit, Symbolic benefit, Sensory experience, Emotional attachment, it will be able to form a customer commitment that also on a brandâ€™s Brand equity for the better.This research provides suggestions to be done with other variablels such as Customer Loyalty. This research is also expected to be carried out on other smartphone brands such as Samsung and Oppo.