Anteseden daln konsekuensi brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 022001905004
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Robert Kristaung
Subyek : Brand loyalty;Consumer behavior
Kata Kunci : brand satisfaction, emotional brand attachment, brand love, brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001905004_Halaman-Judul.pdf | 12 | |
| 2. | 2023_TA_SMJ_022001905004_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001905004_Bab-1_Pendahuluan.pdf | 9 | |
| 4. | 2023_TA_SMJ_022001905004_Bab-2_Tinjauan-Pustaka.pdf | 9 |
|
| 5. | 2023_TA_SMJ_022001905004_Bab-3_Metode-Penelitian.pdf | 17 |
|
| 6. | 2023_TA_SMJ_022001905004_Bab-4_Analisis-dan-Pembahasan.pdf | 14 |
|
| 7. | 2023_TA_SMJ_022001905004_Bab-5_Kesimpulan.pdf | 4 |
|
| 8. | 2023_TA_SMJ_022001905004_Daftar-Pustaka.pdf | 5 | |
| 9. | 2023_TA_SMJ_022001905004_Lampiran.pdf | 18 |
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P enelitian ini bertujuan untuk menganalisis pengaruh Brand Satisfaction terhadap Brand Loyalty, Brand Satisfaction terhadap Emotional Brand Attachment, Brand Satisfaction terhadap Brand Love, Emotional Brand Attachment terhadap Brand Love, Emotional Brand Attachment terhadap Brand Loyalty, dan Brand Love terhadap Brand Loyalty. Responden dalam penelitian ini berjumlah 222 responden dari pengguna brand lokal dan metode pengambilan sampel pada penelitian ini adalah purposive sampling serta menggunakan metode analisa data statistik deskriptif (rata-rata) dan analisa Structural Equation Modeling (SEM). Pada penelitian ini diperoleh bahwa terdapat pengaruh positif Brand Satisfaction terhadap Brand Loyalty, terdapat pengaruh positif Brand Satisfaction terhadap Emotional Brand Attachment, terdapat pengaruh positif Brand Satisfaction terhadap Brand Love, terdapat pengaruh positif Emotional Brand Attachment terhadap Brand Love, terdapat pengaruh positif Emotional Brand Attachment terhadap Brand Loyalty, dan terdapat pengaruh positif Brand Love terhadap Brand Loyalty. Dari hasil penelitian ini disarankan untuk manajer dalam meningkatkan brand lokal, manajer dapat meningkatkan serta mempertahankan Brand Satisfaction.
T his study aims to analyze the effect of Brand Satisfaction on Brand Loyalty, Brand Satisfaction on Emotional Brand Attachment, Brand Satisfaction on Brand Love, Emotional Brand Attachment on Brand Love, Emotional Brand Attachment on Brand Loyalty, and Brand Love on Brand Loyalty. Respondents in this study amounted to 222 respondents from local brand users and the sampling method in this study was purposive sampling and used descriptive statistical data analysis (average) and Structural Equation Modeling (SEM) analysis. In this study it was found that there was a positive influence of Brand Satisfaction on Brand Loyalty, there was a positive influence of Brand Satisfaction on Emotional Brand Attachment, there was a positive influence of Brand Satisfaction on Brand Love, there was a positive effect of Emotional Brand Attachment on Brand Love, there was a positive influence of Emotional Brand Attachment on Brand Loyalty, and there is a positive influence of Brand Love on Brand Loyalty. From the results of this study it is suggested for managers in increasing local brands, managers can increase and maintain Brand Satisfaction.
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