Pengaruh brand satisfaction terhadap brand loyalty, dimediasi oleh emotional band attachment dan brand love
Info Katalog
File Repositori
Nomor Panggil : 022001902077
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Dyah Astarini
Subyek : Marketing management;Brand satisfaction
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_022001902077_Halaman-Judul.pdf | 12 | |
| 2. | 2023_TA_SMJ_022001902077_Lembar-Pengesahan.pdf | 7 | |
| 3. | 2023_TA_SMJ_022001902077_Bab-1-Pendahuluan.pdf | 8 | |
| 4. | 2023_TA_SMJ_022001902077_Bab-2-Tinjauan-Pustaka.pdf | 17 |
|
| 5. | 2023_TA_SMJ_022001902077_Bab-3-Metode-Penelitian.pdf | 17 |
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| 6. | 2023_TA_SMJ_022001902077_Bab-4-Analisis-dan-Pembahasan.pdf | 17 |
|
| 7. | 2023_TA_SMJ_022001902077_Bab-5-Kesimpulan.pdf | 5 |
|
| 8. | 2023_TA_SMJ_022001902077_Daftar-Pustaka.pdf | 8 | |
| 9. | 2023_TA_SMJ_022001902077_Lampiran.pdf | 17 |
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P enelitian ini bertujuan untuk menganalisis pengaruh brand satisfaction terhadap brand loyalty, yang dimediasi oleh emotional brand attachment dan brand love. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 230 responden pria dan wanita, melalui offline sebanyak 30 responden dan online sebanyak 200 responden. Teknik pengambilan data yaitu purposive sampling dengan kriteria individu yang pernah membeli dan menggunakan merek skincare lokal lebih dari 1 kali dalam waktu 3 bulan terakhir. Alat analisis yang digunakan adalah Structure Equation Model (SEM) dengan menggunakan AMOS.Hasil penelitian menemukan bahwa terdapat pengaruh positif brand satisfaction terhadap brand loyalty, emotional brand attachment, dan brand love, terdapat pengaruh positif emotional brand attachment terhadap brand love, tidak terdapat pengaruh positif emotional brand attachment terhadap brand loyalty, serta emotional brand attachment dan brand love memediasi secara parsial pengaruh brand satisfaction terhadap brand loyalty.
T his study aims to analyze the effect of brand satisfaction on brand loyalty, mediated by emotional brand attachment and brand love. Data was collected by distributing questionnaires to 230 male and female respondents, 30 respondents offline and 200 respondents online. The data collection technique was purposive sampling with the criteria of individuals who had bought and used a local skincare brand more than once in the last 3 months. The analysis tool used was Structure Equation Model (SEM) using AMOS.The results of the study found that there was a positive effect of brand satisfactiontowardsbrand loyalty, emotional brand attachment, and brand love, there was a positive effect of emotional brand attachment towardsbrand love, emotional brand attachment have no positive effect towardsbrand loyalty, and emotional brand attachment and brand love partially mediated the effect of brand satisfaction towards brand loyalty.
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