Pengaruh brand leadeship dan brand trust terhadap brand loyalty dalam produk pakaian di e-commerce
Info Katalog
File Repositori
Nomor Panggil : 022001806018
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Moch Sabur
Subyek : Brand name products - Marketing;Commerce - Economic growth
Kata Kunci : brand leadership, brand trust, and brand loyalty, ecommerce
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001806018_Halaman_Judul.pdf | ||
| 2. | 2022_TA_SMJ_022001806018_Lembar-Pengesahan.pdf | ||
| 3. | 2022_TA_SMJ_022001806018_Bab-1-Pendahuluan.pdf | 13 | |
| 4. | 2022_TA_SMJ_022001806018_Bab-2-Tinjauan-Pustaka.pdf | 15 |
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| 5. | 2022_TA_SMJ_022001806018_Bab-3-Metode-Penelitian.pdf | 20 |
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| 6. | 2022_TA_SMJ_022001806018_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001806018_Bab-5-Kesimpulan.pdf |
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| 8. | 2022_TA_SMJ_022001806018_Daftar-Pustaka.pdf | 8 | |
| 9. | 2022_TA_SMJ_022001806018_Lampiran.pdf | 16 |
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P enelitian ini bertujuan untuk menguji pengaruh kepemimpinan merek,dan kepercayaan merek terhadap loyalitas merek. Metode yang digunakandalam pengambilan data yakni menggunakan google form. Sampel yangdigunakan pada penelitian ini berjumlah 155 responden melalui metode nonprobability sampling dengan teknik purposive sampling yang benar-benarpernah menggunakan e-commerce dalam berbelanja produk pakaian. Alatanalisi data yang digunakan adalah Structural Equation Modeling (SEM)melalui software SPSS dan AMOS. Hasil penelitian ini menunjukkan bahwakepemimpinan merek berpengaruh positif terhadap kepercayaan merek,kepercayaan merek berpengaruh positif terhadap loyalitas merek, kepemimpinan merek berpengaruh positif terhadap loyalitas merek.
T his study aims to examine the effect brand leadership and brand trust onbrand loyalty. The method used in data collection is using google form. Thesample used in this study amounted to 155 respondents through non-probabilitysampling method with purposive sampling technique who had actually used ecommercein shopping for clothing products. The data analysis tool used isStructural Equation Modeling (SEM) through SPSS and AMOS software. Theresults of this study indicate that brand leadership has a positive effect on brandtrust, brand trust has a positive effect on brand loyalty, and brand leadershiphas a positive effect on brand loyalty.
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