Konsekuensi dari brand experience konsumen brand fashion lokal
Info Katalog
File Repositori
Nomor Panggil : 022001701083
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Brand loyalty;Marketing
Kata Kunci : brand experience, brand loyalty, customer engagement and fashion brand
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001701083_Halaman-Judul.pdf | 10 | |
| 2. | 2022_TA_SMJ_022001701083_Lembar-Pengesahan.pdf | 5 | |
| 3. | 2022_TA_SMJ_022001701083_Bab-1_Pendahuluan.pdf | 6 | |
| 4. | 2022_TA_SMJ_022001701083_Bab-2_Tinjauan-Pustaka.pdf | 15 |
|
| 5. | 2022_TA_SMJ_022001701083_Bab-3_Metoda-Penelitian.pdf | 16 |
|
| 6. | 2022_TA_SMJ_022001701083_Bab-4_Analisis-dan-Pembahasan.pdf | 14 |
|
| 7. | 2022_TA_SMJ_022001701083_Bab-5_Kesimpulan.pdf | 5 |
|
| 8. | 2022_TA_SMJ_022001701083_Daftar-Pustaka.pdf | 3 | |
| 9. | 2022_TA_SMJ_022001701083_Lampiran.pdf | 27 |
|
T ujuan penelitian ini adalah untuk mengetahui pengaruh Brand Experience terhadap Brand Loyalty yang dimediasi oleh Customer Engagement pada konsumen Fashion Brand Lokal. Metode penelitian ini dirancang dengan pengujian hipotesis. Pengumpulan data yang digunakan dalam penelitian ini adalah metode survei online dengan menggunakan instrumen kuesioner. Teknik pengambilan sampel dengan purposive sampling pada konsumen Fashion Brand Lokal di Jakarta sebanyak 154 responden. Metode analisis dalam penelitian ini menggunakan Structural Equation Model (SEM) dengan Amos 23.0. Hasil penelitian ini menyimpulkan bahwa secara terdapat pengaruh positif signifikan Sensory Brand Experience terhadap Customer Engagement, terdapat pengaruh positif signifikan Affective Brand Experience terhadap Customer Engagement, terdapat pengaruh positif signifikan Behavioural Brand Experience terhadap Customer Engagement; terdapat pengaruh positif signifikan Intellectual Brand Experience terhadap Customer Engagement, dan terdapat pengaruh positif signifikan Customer Engagement terhadap brand loyalty pada konsumen Fashion Brand Lokal di Jakarta. Implikasinya, diharapkan manajer dapat menentukan peran Brand Experience dan Customer Engagement dalam perumusan strategi bagi perilaku konsumen fashion brand lokal. Diharapkan penelitian selanjutnya dapat menggunakan fashion brand lokal pada merek tertentu, misalnya: Erigo, United Heart, Roughneck, Elhaus dan Sagara.
T he purpose of this research is to aims the effect of Brand Experience toward Brand Loyalty mediated by Customer Engagement on Consumers Local Fashion Brand. The designed methodology of this research is by testing hypothesis. Collecting data which used in this research was method of surveying online with use instruments questionairs. The technique sampled taking in this research used purposive sampling as many as 154 respondents Consumers Local Fashion Brand. Analysis data method used structural equation model (SEM) with Amos 23.0. The result in this research show that there is effects positive significant Sensory Brand Experience toward Customer Engagement, that there is effects positive significant Affective Brand Experience terhadap Customer Engagement, that there is effects positive significant Behavioural Brand Experience toward Customer Engagement; that there is effects positive significant Intellectual Brand Experience toward Customer Engagement, and that there is effects positive significant Customer Engagement toward brand loyalty on cunsumers Fashion Brand Lokal. Implications in this study will assist managers in determining the role of experiences and engagement in strategy formulation for consumers behavior of fashion brand local. Expected further research can use fashion brand local on certain brands, for example: Erigo, United Heart, Roughneck, Elhaus and Sagara.
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