Pengaruh brand satisfaction terhadap brand loyalty: peran emotional brand attachment dan brand love sebagai variabel mediasi

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Pengaruh brand satisfaction terhadap brand loyalty: peran emotional brand attachment dan brand love sebagai variabel mediasi

5.0

Oleh : Diana Dara Mustika

Info Katalog

Nomor Panggil : 022001805012

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Dyah Astarini

Subyek : Brand name products - Marketing;Marketing - Management

Kata Kunci : brand satisfaction, emotional brand attachment, brand love, brand loyalty.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001805012_Halaman-Judul.pdf	11
2.	2022_TA_SMJ_022001805012_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022001805012_Bab-1-Pendahuluan.pdf	6
4.	2022_TA_SMJ_022001805012_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001805012_Bab-3-Metode-Penelitian.pdf
6.	2022_TA_SMJ_022001805012_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001805012_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001805012_Daftar-Pustaka.pdf	5
9.	2022_TA_SMJ_022001805012_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh brand satisfaction terhadap brand loyalty yang dimediasi oleh emotional brand attachment dan brand love. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 220 responden pria dan wanita dengan wawancara langsung (100 responden) dan melalui google forms (120 responden). Teknik pengambilan data menggunakan purposive sampling dengan kriteria individu yang pernah membeli makanan dan minuman di restoran cepat saji minimal 2 kali dalam 3 bulan terakhir. Analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan menggunakan program AMOS23. Hasil penelitian menemukan bahwa terdapat pengaruh positif brand satisfaction terhadap brand love dan brand loyalty, terdapat pengaruh positif emotional brand attchment terhadap brand love, terdapat pengaruh positif brand love terhadap brand loyalty, tidak terdapat pengaruh positif brand satisfaction terhadap emotional brand attachment, tidak terdapat pengaruh positif emotional brand attachment terhadap brand loyalty, dan emotional brand attachment dan brand love memediasi secara parsial brand satisfaction dan brand love. Penelitian selanjutnya diharapkan dapat menambahkan variabel lain yaitu brand trust.

T his study aims to analyze the effect of brand satisfaction on brand loyalty mediated by emotional brand attachment and brand love. Data was collected by distributing questionnaires to 220 male and female respondents by direct interviews (100 respondents) and through google forms (120 respondents). The data collection technique used was purposive sampling with the criteria of individuals who had bought food and drinks at fast food restaurants at least 2 times in the last 3 months. The data analysis used was Structural Equation Modeling (SEM) using the AMOS23 program. The results of the study found that there is a positive influence of brand satisfaction on brand love and brand loyalty, there is a positive influence of emotional brand attachment on brand love, there is a positive influence of brand love on brand loyalty, there is no positive influence of brand satisfaction on emotional brand attachment, there is no positive influence emotional brand attachment to brand loyalty, emotional brand attachment and brand love partially mediate brand satisfaction and brand love. For future research is suggested to add variables, such as brand trust.

Info Koleksi Skripsi

Universitas

Universitas Trisakti (24423)

Fakultas

Tahun Terbit

Subyek

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