Kontribusi brand Love terhadap brand loyalty melalui self esteem dan social influences bagi generasi milenial pengguna fast fashion
Info Katalog
File Repositori
Nomor Panggil : 022001701044
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2021
Pembimbing 1 : Robert Kristaung
Subyek : Brand name products - Marketing
Kata Kunci : brand love, brand loyalty, self-esteem, susceptibility to normative influence.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2021_TA_MJ_022001701044_Halaman-Judul.pdf | 17 | |
| 2. | 2021_TA_MJ_022001701044_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2021_TA_MJ_022001701044_Bab-1-Pendahuluan.pdf | ||
| 4. | 2021_TA_MJ_022001701044_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2021_TA_MJ_022001701044_Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2021_TA_MJ_022001701044_Bab-4-Analisis-dan-pembahasan.pdf |
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| 7. | 2021_TA_MJ_022001701044_Bab-5-Kesimpulan.pdf |
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| 8. | 2021_TA_MJ_022001701044_Daftar-Pustaka.pdf | ||
| 9. | 2021_TA_MJ_022001701044_Lampiran.pdf |
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P enelitian ini bertujuan untuk mengetahui kontribusi suatu brand yang berjudul kontribusi brand love terhadap brand loyalty melalui self esteem dan social influences bagi generasi milenial pengguna fast fashion. Selain itu tujuan lain dari penelitian ini adalah meneliti model fast fashion terhadap konsumen di Indonesia,terutama untuk variabel self esteem dan susceptibilitity to normative influence yang masih terbatas dalam penelitian industry fashion. Data yang digunakan dalam penelitian ini adalah konsumen yang pernah membeli dan menggunakan brand di antaranya H&M,Zara dan Uniqlo. Jumlah data yang diambil pada penelitian ini terdapat 190 sempel data yang pernah membeli dan memakai brand h&M, Zara dan uniqlo.Hasil dari penelitian ini adalah (1) Brand love berpengaruh positif terhadap self esteem. (2) Self esteem berpengaruh positif terhadap brand loyalty. (3) Brand love berpengaruh positif terhadap susceptibility to normative influence (4) Susceptibility to normative influence berpengaruh positif terhadap brand loyalty. (5) Brand love secara positif terhadap brand loyalty melalui self esteem. (6) Brand love berpengaruh positif terhadap brand loyalty melalui susceptibility to normative influence.
T his study aims to determine the contribution of a brand entitled the contribution of brand love to brand loyalty through self-esteem and social influences for the millennial generation of fast fashion users. In addition, another purpose of this study is to examine the fast fashion model of consumers in Indonesia, especially for the variables of self-esteem and susceptibility to normative influence which are still limited in fashion industry research. The data used in this study are consumers who have bought and used brands including H&M, Zara and Uniqlo. The amount of data taken in this study contained 190 data samples who had bought and used the h&M, Zara and uniqlo brands.The results of this study are (1) Brand love has a positive effect on self- esteem. (2) Self-esteem has a positive effect on brand loyalty. (3) Brand love has a positive effect on susceptibility to normative influence (4) Susceptibility to normative influence has a positive effect on brand loyalty. (5) Brand love has a positive effect on brand loyalty through self-esteem. (6) Brand love has a positive effect on brand loyalty through susceptibility to normative influence.
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