Pengaruh brand satisfaction, emotional brand attachment, dan brand love terhadap brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 022001801195
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Iwan Ekawanto
Subyek : Customer satisfaction - Marketing;Brand loyalty
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_022001801195_Halaman-Judul.pdf | 11 | |
| 2. | 2022_TA_SMJ_022001801195_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001801195_Bab-2-Tinajaun-Pustaka.pdf | 11 |
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| 4. | 2022_TA_SMJ_022001801195_Bab-2-Tinajaun-Pustaka.pdf | 11 |
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| 5. | 2022_TA_SMJ_022001801195_Bab-3-Metodologi-Penelitian.pdf | 11 |
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| 6. | 2022_TA_SMJ_022001801195_Bab-4-Analisis-dan-Pembahasan.pdf | 11 |
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| 7. | 2022_TA_SMJ_022001801195_Bab-5-Kesimpulan.pdf | 4 |
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| 8. | 2022_TA_SMJ_022001801195_Daftar-Pustaka.pdf | 4 | |
| 9. | 2022_TA_SMJ_022001801195_Lampiran.pdf | 20 |
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P enelitian ini bertujuan menguji dan menganalisa pengaruh brand satisfaction, emotional brand attachment, brand love terhadap brand loyalty. Objek penelitian ini adalah smartphone merek Samsung di Indonesia. Metode yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling kepada 185 responden. Teknik pengumpulan data menggunakan kuesioner (Google form). Data yang diperoleh dianalisis dengan Structural Equation Model (SEM) dengan bantuan AMOS. Hasil dari penelitian ini menunjukkan terdapat pengaruh positif brand satisfaction terhadap emotional brand attachment, terdapat pengaruh positif emotional brand attachment terhadap brand love, terdapat pengaruh positif brand love terhadap brand loyalty, terdapat pengaruh positif brand satisfaction terhadap brand loyalty. penelitian selanjutnya diharapkan meneliti pada objek selain smartphone.
T his study aims to examine and analyze the influence brand satisfaction, emotional brand attachment, brand love on brand loyalty. The object of this research is smartphone Samsung brand in Indonesian. The method used in this research is non-probability sampling with purposive sampling technique to 185 respondents. Data collection techniques using a questionnaire (Google form). The data obtained were analyzed with the Structural Equation Model (SEM) with the help of AMOS. The results of this study indicate that there is a positive influence of brand satisfaction on emotional brand attachment, there is a positive influence of emotional brand attachment on brand love, there is a positive influence of brand love on brand loyalty, and there is a positive influence of brand satisfaction on brand love. Further research is expected to examine objects other than smartphone.
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