Pengaruh brand experience terhadap brand loyalty dan repurchase intention yang dimediasi oleh brand love pada merek sneakers lokal

DETAIL KOLEKSI

Pengaruh brand experience terhadap brand loyalty dan repurchase intention yang dimediasi oleh brand love pada merek sneakers lokal

Oleh : Muhamad Aldi Firmansyah

Info Katalog

Nomor Panggil : 022001801079

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Dyah Astarini

Subyek : Brand loyalty

Kata Kunci : brand experience, brand love, brand loyalty, repurchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001801079_Halaman-Judul.pdf	11
2.	2022_TA_SMJ_022001801079_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022001801079_Bab-1-Pendahuluan.pdf	7
4.	2022_TA_SMJ_022001801079_Bab-2-Tinjauan-Pustaka.pdf	13
5.	2022_TA_SMJ_022001801079_Bab-3-Metode-Penelitian.pdf	16
6.	2022_TA_SMJ_022001801079_Bab-4-Analisis-dan-Pembahasan.pdf	17
7.	2022_TA_SMJ_022001801079_Bab-5-Kesimpulan.pdf	4
8.	2022_TA_SMJ_022001801079_Daftar-Pustaka.pdf	4
9.	2022_TA_SMJ_022001801079_Lampiran.pdf	26

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisa pengaruh Brand Experience terhadap Brand Loyalty dan Repurchase Intention pada merek sneakers lokal yang dimediasi oleh Brand Love. Metode yang digunakan non-probability sampling dengan menggunakan Teknik purposive sampling. Pengambilan sampling melalui wawancara langsung sebanyak 50 responden dan google form sebanyak 200 responden. Responden dalam penelitian ini yaitu konsumen yang pernah membeli/ menggunakan merek sneakers lokal dalam kurun waktu satu tahun terakhir, konsumen yang membeli merek sneakers lokal lebih dari sekali, dan konsumen yang membeli merek sneakers lokal dalam 6 bulan terakhir. Pengujian hipotesis dilakukan dengan menggunakan metode Structural Equation Model (SEM) dengan bantuan AMOS. Hasil penelitian ini menunjukkan bahwa Brand Experience berpengaruh positif terhadap Brand Love, Brand Love berpengaruh positif terhadap Brand Loyalty dan Repurchase Intention. Brand Love memediasi pengaruh Brand Experience terhadap Brand Loyalty dan Repurchase Intention merek sneakers lokal.

T his study aims to analyze the effect of Brand Experience on Brand Loyalty and Repurchase Intention in local sneakers brands mediated by Brand Love. The method used is non-probability sampling using purposive sampling technique. Sampling through direct interviews as many as 50 respondents and google form as many as 200 respondents. Respondents in this study were consumers who had bought or used local sneakers brands in the past year, consumers who bought local sneakers brands more than once, and consumers who bought local sneakers brands in the last 6 months. Hypothesis testing was carried out using the Structural Equation Model (SEM) method with the use of AMOS. The results of this study indicate that Brand Experience has a positive effect on Brand Love, Brand Love has a positive effect on Brand Loyalty and Repurchase Intention. Brand Love mediates the effect of Brand Experience on Brand Loyalty and Repurchase Intention of local sneakers brands.