Pengaruh promotion, product, price, packaging, price terhadap brand loyalty pada luxury brand

DETAIL KOLEKSI

Pengaruh promotion, product, price, packaging, price terhadap brand loyalty pada luxury brand

Oleh : Reyhan Putra Mahendra

Info Katalog

Nomor Panggil : 022001700009

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Ina Octaviana Matusin

Subyek : Marketing - Management;Brand loyalty

Kata Kunci : promotion, product, packaging, price dan brand loyalty

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001700009_-Halaman-Judul.pdf	10
2.	2022_TA_SMJ_022001700009_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001700009-Bab-1-Pendahuluan.pdf	12
4.	2022_TA_SMJ_022001700009-Bab-2-Tinjauan-pustaka.pdf	22
5.	2022_TA_SMJ_022001700009-Bab-3-Metode-penelitian.pdf	18
6.	2022_TA_SMJ_022001700009_-Bab-4-Analisa-dan-Pembahasan.pdf	14
7.	2022_TA_SMJ_022001700009-Bab-5-Kesimpulan.pdf	5
8.	2022_TA_SMJ_022001700009-Daftar-Pustaka.pdf	5
9.	2022_TA_SMJ_022001700009-Lampiran.pdf	24

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh Promotion, Product, Packaging, Price terhadap Brand loyalty. Penelitian ini dilakukan pada individu yang telah membeli dan menggunakan luxury brand dan mengambil 138 sampel dari individu yang telah membeli dan menggunakan luxury brand minimal 2 kali dalam kurun waktu 2 tahun terakhir. Penelitian ini menggunakan metode kuantitatif. Data penelitian diperoleh melalui kuesioner secara daring (Google Form) yang dibagikan di media sosial Instagram atau Whatsapp. Metode yang digunakan adalah non-probability sampling dengan tehnik purposive sampling dan data yang diperoleh dianalisis dengan model persamaan struktural (SEM). Hasil dari penelitian ini diperoleh bahwa (1) Terdapat pengaruh positif antara Promotion terhadap Brand loyalty (2) Terdapat pengaruh positif antara Product terhadap Brand loyalty (3) Terdapat pengaruh positif antara Packaging terhadap Brand loyalty (4) Terdapat pengaruh positif antara Price terhadap Brand loyalty.

T his study aims to analyze the effect of Social Promotion on Brand loyalty, Product on Brand loyalty, Packaging on Brand loyalty, Price on Brand loyalty.This study was conducted on individuals who have purchased and used luxury brand and took 138 samples from individuals who have purchased and used luxury brand at least 2 times in the last 2 years. This study uses quantitative methods. The research data was obtained through an online questionnaire (Google Form) which was distributed on Instagram or Whatsapp social media. The method used is non-probability sampling with purposive sampling technique and the data obtained were analyzed by structural equation model (SEM). The results of this study showed that (1) There is a positive influence between Promotion on Brand loyalty. (2) There is a positive influence between Product on Brand loyalty (3) there is a positive influence between Packaging on Brand loyalty (4) there is a positive influence between Price on Brand loyalty.