Anteseden dari brand loyalty perusahaan sepatu olahraga

DETAIL KOLEKSI

Anteseden dari brand loyalty perusahaan sepatu olahraga

Oleh : Shella Septiana Megah Putri

Info Katalog

Nomor Panggil : 022001800044

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Brand name products - Marketing;Customer satisfaction - Marketing

Kata Kunci : customer trust, customer perceived value, customer satisfaction, brand loyalty.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001800044_Halaman-Judul.pdf	11
2.	2022_TA_SMJ_022001800044_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022001800044_Bab-1-Pendahuluan.pdf	8
4.	2022_TA_SMJ_022001800044_Bab-2-Tinjauan-Pustaka.pdf	20
5.	2022_TA_SMJ_022001800044_Bab-3-Metode-Penelitian.pdf	14
6.	2022_TA_SMJ_022001800044_Bab-4-Analisis-dan-Pembahasan.pdf	15
7.	2022_TA_SMJ_022001800044_Bab-5-Kesimpulan.pdf	5
8.	2022_TA_SMJ_022001800044_Daftar-Pustaka.pdf	4
9.	2022_TA_SMJ_022001800044_Lampiran.pdf	11

Abstrak
Abstract

T ujuan dari penelitian ini adalah untuk menganalisis Anteseden dari Brand Loyalty Perusahaan Sepatu Olahraga. Teknik pengumpulan data purposive sampling, dimana data dikumpulkan secara langsung dengan menyebarkan kuesioner online (Google form) yang dibagikan melalui media sosial instagram dengan jumlah sampel sebanyak 203 responden. Unit analisis yang digunakan dalam penelitian ini adalah individual yang menggunakan dan melakukan transaksi minimal 1x per tahun dalam2 tahun terakhir. Penelitian ini dianalisis menggunakan metode analisis SEM (Structutal Equation Model). Penelitian ini menggunakan dimensi waktu cross sectional. Artinya data dikumpulkan hanya sekali, mungkin selama beberapa hari, minggu atau bulan yang bertujuan untuk menjawab pertanyaan penelitian. Dengan alat analisis yang digunakan adalah Structural Equation Model (SEM). Hasil dari penelitian ini diperoleh bahwa terdapat pengaruh positif Customer Trust terhadap Customer Perceived Value, terdapat pengaruh positif Customer Trust terhadap Customer Satisfaction, terdapat pengaruh positif Customer Trust terhadap Brand Loyalty, terdapat pengaruh positif Customer Perceived Value terhadap Customer Satisfaction, terdapat pengaruh positif Customer Perceived Value terhadap Brand Loyalty, terdapat pengaruh positif Customer Satisfaction terhadap Brand Loyalty.

T he purpose of this study was to analyze the antecedents of Brand Loyalty of Sports Shoes. The data collection technique is purposive sampling, where data is collected directly by distributing online questionnaires (Google forms) which are distributed through social media Instagram with a total sample of 203 respondents. The unit analysis used in this study is individuals who use and make transactions at least 1x / year in the last 2 years. This study was analyzed using the SEM (Structutal Equation Model) analysis method. This study uses a cross sectional time dimension. This means that data is collected only once, perhaps over several days, weeks or months in order to answer the research question. The analytical tool used is the Structural Equation Model (SEM). The results of this study show that there is a positive influence of Customer Trust on Customer Perceived Value, there is a positive influence of Customer Trust on Customer Satisfaction, there is a positive influence of Customer Trust on Brand Loyalty, there is a positive influence of Customer Perceived Value on Customer Satisfaction, there is a positive influence of Customer Perceived Value on Brand Loyalty, there is a positive influence of Customer Satisfaction on Brand Loyalty.