Determinan brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 022001800015
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Harsini Soetomo
Subyek : Brand loyalty;Marketing - Management
Kata Kunci : brand passion, brand intention, brand reliability, brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001800015_Halaman-Judul.pdf | 11 | |
| 2. | 2022_TA_SMJ_022001800015_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001800015_Bab-1_Pendahuluan.pdf | 7 | |
| 4. | 2022_TA_SMJ_022001800015_Bab-2_Tinjauan-Pustaka.pdf | 12 |
|
| 5. | 2022_TA_SMJ_022001800015_Bab-3_metodologi-Penelitian.pdf | 9 |
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| 6. | 2022_TA_SMJ_022001800015_Bab-4_Analisis-dan-pembahasan.pdf | 8 |
|
| 7. | 2022_TA_SMJ_022001800015_Bab-5_Kesimpulan.pdf | 3 |
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| 8. | 2022_TA_SMJ_022001800015_Daftar-Pustaka.pdf | 3 | |
| 9. | 2022_TA_SMJ_022001800015_Lampiran.pdf | 16 |
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P enelitian ini bertujuan untuk menganalisis mengenai determinan brand loyaltykhususnya tentang keterikatan emosional (Brand Passion), Niat konsumen terhadapsuatu merek (Brand Intention) serta keandalan yang dimiliki oleh suatu merek (BrandReliability). Jumlah sampel yang digunakan sebanyak 155 responden. Teknikpengambilan sampel yang digunakan adalah dengan menggunakan metode purposivesampling. Kriteria pemilihan responden dalam penelitian ini adalah pelanggan restorancepat saji yang pernah membeli makanan dan minuman di restoran cepat saji minimal2 kali dalam kurun waktu 6 bulan terakhir. Uji hipotesis dilakukan denganmenggunakan regresi berganda (Muliple Regression). Hasil penelitian inimenunjukkan bahwa variabel Brand Passion berpengaruh positif terhadap BrandLoyalty, Brand Intention berpengaruh positif terhadap Brand Loyalty. dan BrandReliability dapat berpengaruh secara signifikan terhadap Brand Loyalty. Hasilpenelitian ini menunjukkan bahwa Brand Passion, Brand Intention dan BrandReliability berpengaruh positif terhadap Brand Loyalty.
T his study aims to analyze the determination of brand loyalty,especially regarding emotional attachment (Brand Passion), consumer intentionstowards a brand (Brand Intention), and ownership of a brand (Brand Reliability). Thenumber of samples used as many as 155 respondents. The sampling technique used isby using purposive sampling method. The respondents' criteria in this study were fastfood restaurant customers who had bought food and drinks at fast food restaurants atleast 2 times in the last 6 months. Hypothesis testing is done by using multipleregression (Multiple Regression). The results of this study indicate that the BrandPassion variable has a positive effect on Brand Loyalty, Brand Intention has a positiveeffect on Brand Loyalty. and Brand Reliability can have a significant effect on BrandLoyalty. The results of this study indicate that Brand Passion, Brand Intention andBrand Reliability have a positive effect on Brand Loyalty.
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