Anteseden brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 022001701069
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Harsini Suetomo
Subyek : Consumer satisfaction
Kata Kunci : brand satisfaction, emotional brand attachment, brand love, brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001701069_Halaman-Judul.pdf | 27 | |
| 2. | 2022_TA_SMJ_022001701069_Lembar-Pengesahan.pdf | 18 | |
| 3. | 2022_TA_SMJ_022001701069_Bab-1-Pendahuluan.pdf | 6 | |
| 4. | 2022_TA_SMJ_022001701069_Bab-2-Tinjauan-Pustaka.pdf | 48 |
|
| 5. | 2022_TA_SMJ_022001701069_Bab-3-Metode-Penelitian.pdf | 39 |
|
| 6. | 2022_TA_SMJ_022001701069_Bab-4-Analisis-dan-Pembahasan.pdf | 42 |
|
| 7. | 2022_TA_SMJ_022001701069_Bab-5-Kesimpulan.pdf | 9 |
|
| 8. | 2022_TA_SMJ_022001701069_Daftar-Pustaka.pdf | 5 | |
| 9. | 2022_TA_SMJ_022001701069_Lampiran.pdf | 51 |
|
P enelitian ini bertujuan menguji apakah terdapat pengaruh brand satisfaction,emotional brand attachment, dan brand love terhadap brand loyalty. Penelitian inimenggunakan data cross-sectional dengan menggunakan kuesioner untukpengumpulan data. Teknik pengambilan sampel dalam penelitian ini adalah nonprobability sampling, khususnya purposive sampling. Responden dalam penelitianini adalah pengguna aktif smartphone Samsung dalam kurun waktu 6 bulan terakhirdi Jakarta. Penelitian ini hanya meneliti smartphone Samsung dengan jumlah sampel150 responden dan penelitian yang akan datang disarankan meneliti smartphonelainnya dan menambah jumlah sampel agar hasil penelitian dapat memberikangambaran yang umum di Jakarta. Alat analisis yang digunakan adalah StructuralEquation Modelling (SEM) dengan menggunakan bantuan program Analysis ofMoment Structure (AMOS). Hasil penelitian ini menunjukkan bahwa (1) brandsatisfaction berpengaruh positif terhadap brand loyalty, (2) brand satisfactionberpengaruh positif terhadap emotional brand attachment, (3) brand satisfactionberpengaruh positif terhadap brand love, (4) emotional brand attachment berpengaruh positif terhadap brand love, (5) emotional brand attachment berpengaruh positif terhadap brand loyalty, (6) brand love berpengaruh positif terhadap brand loyalty.
T his study aims to examine whether there is an effect of brand satisfaction,emotional brand attachment, and brand love on brand loyalty. This study uses crosssectional data using a questionnaire for data collection. The sampling method used in this study is non-probability sampling, specifically purposive sampling. Respondentsin this study had used Samsung smartphones in the previous six months in Jakarta.This study only examined Samsung smartphones with a sample of 150 respondents,and future research should examine other smartphones and increase the number ofsamples to provide a more comprehensive picture in Jakarta. Structural EquationModeling (SEM) with Analysis of Moment Structure (AMOS) is the analytical toolused. The aftermath of this study indicate that, (1) brand satisfaction has a positiveeffect on brand loyalty, (2) brand satisfaction has a positive effect on emotionalbrand attachment, (3) brand satisfaction has a positive effect on brand love, (4)emotional brand attachment has a positive effect on brand love, (5) emotional brandattachment has a positive effect on brand loyalty, and (6) brand love has a positiveeffect on brand loyalty.
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