Konsekuensi dari brand experience
Info Katalog
File Repositori
Nomor Panggil : 022001806028
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Fatik Rahayu
Subyek : Brand name products - Marketing;Marketing - Management
Kata Kunci : brand experience, brand passion,
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2021-TA_SMJ_022001806028--Halaman-Judul.pdf | ||
| 2. | 2021-TA_SMJ_022001806028-Lembar-Pengesahan.pdf | ||
| 3. | 2021-TA_SMJ_022001806028-Bab-1-Pendahulan.pdf | ||
| 4. | 2021-TA_SMJ_022001806028--Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2021-TA_SMJ_022001806028--Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2021-TA_SMJ_022001806028-Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2021-TA_SMJ_022001806028--Bab-5-Kesimpulan.pdf |
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| 8. | 2021-TA_SMJ_022001806028--Daftar-Pustaka.pdf | ||
| 9. | 2021-TA_SMJ_022001806028--Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh dari Brand Experience terhadap Brand Loyalty melalui Brand Passion, Self-Brand Connection, dan Brand Affection pada pengguna merek laptop. Sampel yang digunakan adalah sebanyak 224 responden. Metode yang dipakai adalah non probability sampling dengan teknik pengambilan sampel menggunakan purposive sampling. Alat analisis yang digunakan adalah structural equation model yang dijalankan menggunakan program AMOS. Hasil dari penelitian ini menunjukkan bahwa Brand Experience tidak berpengaruh terhadap Brand Loyalty, Brand Experience berpengaruh terhadap Brand Loyalty Melalui Brand Passion, Brand Experience berpengaruh terhadap Brand Loyalty Melalui Self-Brand Connection, dan Brand Experience berpengaruh terhadap Brand Loyalty Melalui Brand Affection.
T his study aims to examine and analyze the effect of Brand Experience on Brand Loyalty through Brand Passion, Self-Brand Connection, and Brand Affection on laptop brand users. The sample used is 224 respondents. The method used is non-probability sampling with a sampling technique using purposive sampling. The analytical tool used is a structural equation model that is run by the AMOS program. The results of this study indicate that Brand Experience has no effect on Brand Loyalty, Brand Experience has an effect on Brand Loyalty through Brand Passion, Brand Experience has an effect on Brand Loyalty through Self-Brand Connection, and Brand Experience has an effect on Brand Loyalty through Brand Affection.
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