Anteseden dan konsekuensi dari emotional brand attachment dan brand love
Info Katalog
File Repositori
Nomor Panggil : 022001806022
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Fatik Rahayu
Subyek : Marketing - Management
Kata Kunci : brand satisfaction, emotional brand attachment,
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2021-TA_SMJ_022001806022--Halaman-Judul.pdf | 11 | |
| 2. | 2021-TA_SMJ_022001806022--Lembar-Pengesahan.pdf | ||
| 3. | 2021-TA_SMJ_022001806022--Bab-1-Pendahuluan.pdf | 8 | |
| 4. | 2021-TA_SMJ_022001806022--Bab-2-Tinjauan-Pustaka.pdf | 14 |
|
| 5. | 2021-TA_SMJ_022001806022--Bab-3-Metodologi-Penelitian.pdf | 14 |
|
| 6. | 2021-TA_SMJ_022001806022-Bab-4-Analisis-dan-Pembahasan.pdf | 20 |
|
| 7. | 2021-TA_SMJ_022001806022--Bab-5-Kesimpulan.pdf | 6 |
|
| 8. | 2021-TA_SMJ_022001806022-fDaftar-Pustaka.pdf | 5 | |
| 9. | 2021-TA_SMJ_022001806022--Lampiran.pdf | 29 |
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P enelitian ini bertujuan menguji dan menganalisis peran emotional brand attachment dan brand love dalam memediasi pengaruh brand satisfaction terhadap brand loyalty pada pengguna smartphone. Sampel yang digunakan dalam penelitian ini berjumlah 207 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Brand satisfaction tidak berpengaruh positif terhadap Brand Loyalty, (2) Brand Satisfaction berpengaruh positif terhadap Emotional Brand Attachment, (3) Brand Satisfaction tidak berpengaruh positif terhadap Brand Love, (4) Emotional Brand Attachment berpengaruh positif terhadap Brand Love, (5) Emotional Brand Attachment tidak berpengaruh positif terhadap Brand Loyalty, dan (6) Brand Love berpengaruh positif terhadap Brand Loyalty.
T he purpose of this study was to examine and analyze the role of emotional brand attachment and brand love in mediating the effect of brand satisfaction on brand loyalty on smartphone users. The sample used in this study is 207 respondents. The sampling technique used is purposive sampling. The data are analyzed using the SEM method. The findings of this study are: (1) Brand satisfaction has no positive effect on Brand Loyalty, (2) Brand Satisfaction has a positive effect on Emotional Brand Attachment, (3) Brand Satisfaction has no positive effect on Brand Love, (4) Emotional Brand Attachment has a positive effect on Brand Love, (5) Emotional Brand Attachment has no positive effect on Brand Loyalty, and (6) Brand Love has a positive effect on Brand Loyalty.
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