Anteseden dan konsekuensi kepuasan merek, persepsi kualitas, dan kepercayaan merek

DETAIL KOLEKSI

Anteseden dan konsekuensi kepuasan merek, persepsi kualitas, dan kepercayaan merek

5.0

Oleh : Muhamad Alif Fani

Info Katalog

Nomor Panggil : 022001800009

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Luki Adiati Pramono

Subyek : Brand loyalty;Market surveys

Kata Kunci : brand experience, brand loyalty, brand trust, brand satisfaction, and perceived quality

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001800009_Halaman-Judul.pdf	11
2.	2022_TA_SMJ_022001800009_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022001800009_Bab-1-Pendahuluan.pdf	9
4.	2022_TA_SMJ_022001800009_Bab-2-Tinjauan--Pustaka.pdf	14
5.	2022_TA_SMJ_022001800009_Bab-3-Metodologi-Penelitian.pdf	15
6.	2022_TA_SMJ_022001800009_Bab-4-Hasil-dan-Pembahasan.pdf	15
7.	2022_TA_SMJ_022001800009_Bab-5-Kesimpulan.pdf	5
8.	2022_TA_SMJ_022001800009_Daftar-Pustaka.pdf	9
9.	2022_TA_SMJ_022001800009_Lampiran.pdf	34

Abstrak
Abstract

T ujuan dari penelitian ini adalah untuk menguji dan menganalisis anteseden dan konsekuensi dari kepuasan merek, persepsi kualitas, dan kepercayaan merek. Objek penelitian ini adalah pengguna berbagai merek smartphone. Metode pengumpulan data yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling. Diperoleh data sejumlah 209 responden. Teknik pengumpulan data menggunakan kuesioner (Google form). Data yang diperoleh dianalisis dengan Structural Equation Model (SEM) dengan menggunakan sofware Analysis of Moment Structure (AMOS). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif brand experience terhadap brand satisfaction, perceived quality, dan brand trust. Selanjutnya terdapat pengaruh positif brand satisfaction terhadap brand loyalty, terdapat pengaruh positif perceived quality terhadap brand loyalty, terdapat pengaruh positif brand trust terhadap brand loyalty. Beberapa implikasi praktis ditarik berdasarkan temuan studi saat ini yang dapat digunakan untuk informasi manajer perusahaan untuk merumuskan strategi yang berkaitan dengan variabel brand experience, brand loyalty, brand trust, brand satisfaction dan perceived quality. Serta merek yang ingin berkembang dan termasuk dalam industri smartphone, yang meningkat seiring dengan perkembangan teknologi untuk menciptakan loyalitas jangka panjang pada pelanggan.

T he purpose of this study was to examine and analyzed the antecedents and consequences of brand satisfaction, perceived quality, and brand trust. The object of this research is users of various smartphone brands. The data collection method used in this research is non-probability sampling with purposive sampling technique. The data obtained are 209 respondents. Data collection techniques using a questionnaire (Google form). The data obtained were analyzed by Structural Equation Model (SEM) using Analysis of Moment Structure (AMOS) software. The results of this study indicate that there is a positive influence of brand experience on brand satisfaction, perceived quality, and brand trust. Furthermore, there is a positive influence of brand satisfaction on brand loyalty, there is a positive influence of perceived quality on brand loyalty, and there is a positive influence of brand trust on brand loyalty. Several practical implications are drawn based on the findings of the current study that can be used to inform company managers to formulate strategies related to the variables of brand experience, brand loyalty, brand trust, brand satisfaction and perceived quality. As well as brands that want to grow and be included in the smartphone industry, which is increasing along with technological developments to create long-term customer loyalty.