Antesenden dan konsekuensi psychological engagement pada destination brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 022001801014
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Ayu Eka Sari
Subyek : Brand loyalty;Marketing management
Kata Kunci : destination brand loyalty, destination brand quality, destination brand image, psychological engagem
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001801014_Halaman-Judul.pdf | 12 | |
| 2. | 2023_TA_SMJ_022001801014_Lembar--Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001801014_Bab-1-Pendahuluan.pdf | 11 | |
| 4. | 2023_TA_SMJ_022001801014_Bab-2-Tinjauan-Pustaka.pdf | 27 |
|
| 5. | 2023_TA_SMJ_022001801014_Bab-3-Metode-Penelitian.pdf | 20 |
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| 6. | 2023_TA_SMJ_022001801014_Bab-4-Analisis-dan-Pembahasan.pdf | 18 |
|
| 7. | 2023_TA_SMJ_022001801014_Bab-5-Kesimpulan.pdf | 5 |
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| 8. | 2023_TA_SMJ_022001801014_Daftar-Pustaka.pdf | 9 | |
| 9. | 2023_TA_SMJ_022001801014_Lampiran.pdf | 25 |
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P enelitian ini bertujuan untuk menguji dan menganalisis anteseden dankonsekuensi psychological engagement pada destination branch loyalty. Sampel yang digunakan dalam penelitian ini sebanyak 174 responden. Metode yang digunakanadalah non-probability sampling dengan teknik purposive sampling. Sampel yangdigunakan dalam penelitian ini yaitu wisatawan yang sudah pernah mengunjungiTaman Nasional Komodo dalam kurun waktu 4 (empat) tahun terakhir. Pengujianhipotesis dilakukan dengan metode Structural Equation Model (SEM) denganbantuan software AMOS 22.0. Hasil dari penelitian ini menunjukkan bahwa terdapatpengaruh positif e-Word of Mouth (e-WOM) terhadap Destination Brand Image.terdapat pengaruh positif Destination Brand Quality terhadap Destination BrandImage, terdapat pengaruh positif Destination Brand Image terhadap PsychologicalEngagement. terdapat pengaruh positif Psychological Engagement terhadapDestination Brand Loyalty, dan terdapat pengaruh positif Destination Brand Imageterhadap Destination Brand Loyalty yang dimediasi oleh Psychological Engagement.Hasil penelitian ini dapat bermanfaat bagi pengelola destinasi ekowisata.
T his study aims to examine and analyze the antecedents and consequences of psychological engagement on destination branch loyalty. The sample used in this study was 174 respondents. The method used is non-probability sampling with purposive sampling technique. The sample used in this study is tourists who have visited the Komodo National Park in the last 4 (four) years. Hypothesis testing wascarried out using the Structural Equation Model (SEM) method with the use ofAMOS 22.0 software. The results of this study indicate that there is a positiveinfluence of e-Word of Mouth (e-WOM) on Destination Brand Image, there is apositive influence of Destination Brand Quality on Destination Brand Image, there isa positive effect of Destination Brand Image on Psychological Engagement, there is apositive effect of Psychological Engagement on Destination Brand Loyalty, and thereis a positive effect of Destination Brand Image on Destination Brand Loyalty whichis mediated by psychological engagement. The result of this study can be useful formanagers of ecotourism destinations.
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