Anteseden brand loyalty konsumen restoran fast food
Info Katalog
File Repositori
Nomor Panggil : 022001800033
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Consumer satisfaction
Kata Kunci : brand satisfaction, brand loyalty, emotional brand attachment, brand love
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001800033_Halaman-Judul.pdf | 11 | |
| 2. | 2022_TA_SMJ_022001800033_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001800033_Bab-1--Pendahuluan.pdf | 8 | |
| 4. | 2022_TA_SMJ_022001800033_Bab-2-Tinjauan-Pustaka.pdf | 9 |
|
| 5. | 2022_TA_SMJ_022001800033_Bab-3-Metode-Penelitian.pdf | 15 |
|
| 6. | 2022_TA_SMJ_022001800033_Bab-4-Analisis-dan-Pembahasan.pdf | 15 |
|
| 7. | 2022_TA_SMJ_022001800033_Bab-5-Kesimpulan.pdf | 6 |
|
| 8. | 2022_TA_SMJ_022001800033_Daftar-Pustaka.pdf | 5 | |
| 9. | 2022_TA_SMJ_022001800033_Lampiran.pdf | 15 |
|
T ujuan dari penelitian ini adalah untuk menganalisis dampak positif Brand Satisfaction, Brand Loyalty, Emotional Brand Attachment dan Brand Love terhadap restoran fast food. Rancangan penelitian ini adalah dengan melakukan uji hipotesis. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen dari restoran cepat saji yang pernah membeli atau mengonsumsi produk tersebut. Jumlah sampel sebanyak 211 responden dengan teknik pengambilan sampel yang digunakan adalah Purposive Sampling. Alat analisis yang digunakan adalah Structural Equation Model (SEM). Hasil penelitian menunjukan bahwa Brand Satisfaction berpengaruh positif terhadap Brand Loyalty.Brand Satisfaction berpengaruh positif terhadap Emotional Brand Attachment. Brand Satisfaction tidak berpengaruh terhadap Brand Love. Brand Satisfaction dapat berpengaruh secara tidak langsung terhadap Brand Love melalui Emotional Brand Attachment. Emotional Brand Attachment berpengaruh positif terhadap Brand Love. Emotional Brand Attachment tidak berpengaruh terhadap Brand Loyalty. Brand Love tidak berpengaruh terhadap Brand Loyalty
T he purpose of this study was to analyze the positive impact of Brand Satisfaction, Brand Loyalty, Emotional Brand Attachment and Brand Love on fast food restaurants. The design of this research is to test the hypothesis. Data were obtained by distributing online questionnaires to consumers from fast food restaurants who had purchased or consumed the product. The number of samples is 211 respondents with the sampling technique used is purposive sampling. The analytical tool used is the Structural Equation Model (SEM). The results showed that Brand Satisfaction had a positive effect on Brand Loyalty.Brand Satisfaction has a positive effect on Emotional Brand Attachment. Brand Satisfaction has no effect on Brand Love. Brand Satisfaction can have an indirect effect on Brand Love through Emotional Brand Attachment. Emotional Brand Attachment has a positive effect on Brand Love. Emotional Brand Attachment has no effect on Brand Loyalty. Brand Love has no effect on Brand Loyalty
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