Anteseden dan konsekuensi dari online brand experience
Info Katalog
File Repositori
Nomor Panggil : 022001904023
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2021
Pembimbing 1 : Asep Hermawan
Subyek : Consumer satisfaction;Brand name products - Management
Kata Kunci : customer brand engagement, online brand experience,brand trust, brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2021_TA_SMJ_022001904023_Halaman-Judul.pdf | ||
| 2. | 2021_TA_SMJ_022001904023_Lembar-Pengesahan.pdf | ||
| 3. | 2021_TA_SMJ_022001904023_Bab-1-Pendahuluan.pdf | ||
| 4. | 2021_TA_SMJ_022001904023_Bab-2-Landasan-Teori.pdf |
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| 5. | 2021_TA_SMJ_022001904023_Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2021_TA_SMJ_022001904023_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2021_TA_SMJ_022001904023_Bab-5-Kesimpulan.pdf |
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| 8. | 2021_TA_SMJ_022001904023_Daftar-Pustaka.pdf | ||
| 9. | 2021_TA_SMJ_022001904023_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh Customer Brand Engagment terhadap Online Brand Experience, Online Brand Experience terhadap Brand Trust dan Brand Loyalty. Objek penelitian ini adalah aplikasi digital banking dari Bank Konvensional di Indonesia. Metode pengumpulan data menggunakan kuesioner dengan teknik purposive sampling kepada 210 responden. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) melalui program AMOS dan SPSS, sedangkan untuk uji reliabilitasnya adalah Cronbach’s Alpha. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif Customer Brand Engagement terhadap Online Brand Experience, terdapat pengaruh positif Online Brand Experience terhadap Brand Trust dan terdapat pengaruh positif Brand Trust terhadap Brand Loyalty, namun tidak terdapat pengaruh positif Online Brand Experience terhadap Brand Loyalty.
T his study aims to examine and analyze the influence of Customer Brand Engagement on Online Brand Experience, Online Brand Experience on Brand Trust and Brand Loyalty. The object of this research is a digital banking application from conventional banks in Indonesia. The data collection method used a questionnaire with purposive sampling technique to 210 respondents. The analytical method used in this study is the Structural Equation Model (SEM) through the AMOS and SPSS programs, while the reliability test is Cronbach's Alpha. The results show that there is a positive influence of Customer Brand Engagement on Online Brand Experience, there is a positive influence of Online Brand Experience on Brand Trust and there is a positive influence of Brand Trust on Brand Loyalty, but there is no positive influence of Online Brand Experience on Brand Loyalty.
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