Anteseden brand loyalty pengguna produk kecantikan
Info Katalog
File Repositori
Nomor Panggil : 022001701216
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2021
Pembimbing 1 : Willy Arafah
Subyek : Consumer satisfaction
Kata Kunci : brand satisfaction, emotional brand attachment, brand love, brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2021_TA_SMJ_022001701216_Halaman-Judul.pdf | ||
| 2. | 2021_TA_SMJ_022001701216_Lembar-Pengesahan.pdf | ||
| 3. | 2021_TA_SMJ_022001701216_Bab-1_Pendahuluan.pdf | ||
| 4. | 2021_TA_SMJ_022001701216_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2021_TA_SMJ_022001701216_Bab-3_Metode-Penelitian.pdf | 13 |
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| 6. | 2021_TA_SMJ_022001701216_Bab-4_Analisis-dan-Pembahasan.pdf |
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| 7. | 2021_TA_SMJ_022001701216_Bab-5_Kesimpulan.pdf |
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| 8. | 2021_TA_SMJ_022001701216_Daftar-Pustaka.pdf | ||
| 9. | 2021_TA_SMJ_022001701216_Lampiran.pdf |
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P enelitian ini bertujuan untuk mengetahui anteseden brand loyalty pengguna produk kecantikan. Data yang digunakan dalam penelitan ini adalah pengguna produkperawatan kulit minimal satu bulan terakhir. Jumlah data yang diambil pada penelitianini terdapat 184 sampel data yang telah menggunakan produk perawatan kulit minimalsatu bulan terakhir. Variabel independen dalam penelitian ini adalah brandsatisfaction, emotional brand attachment, dan brand love. Variabel dependennyaadalah brand loyalty. Dari hasil penelitian ini bahwa terdapat pengaruh positif brandsatisfactin terhadap emotional brand attachment, terdapat pengaruh positif brandsatisfactin terhadap brand love, terdapat pengaruh positif emotional brand attachmentterhadap brand love, terdapat pengaruh positif emotional brand attachment terhadapbrand loyalty, dan terdapat pengaruh positif brand love terhadap brand loyalty.
T he purpose of this research is to understand antecedents brand loyalty of skincareusers. Data used in the research is skincare users with minimun of one month productusage. We have sample size of 184 users who have used skincare in the last one month.The independent variables in this research are brand satisfaction, emotional brandattachment, and brand love. The dependent variable is brand loyalty. From thisresearch, it can be concluded that there is positive effect of brand satisfaction onemotional brand attachment, there is positive effect of brand satisfaction on brand love,there is positive effect emotional brand attachment on brand love, there is positiveeffect of emotional brand attachment on brand loyalty, and there is positive effect ofbrand love of brand loyalty.
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