The impact of brand love on brand loyalty: the moderating role of self-esteem, and Social influences
Info Katalog
File Repositori
Nomor Panggil : 022001907011
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Arnolt Kristian Pakpahan
Subyek : Marketing - Management;Brand loyalty
Kata Kunci : brand love, brand loyalty, self-esteem, susceptibility to normative influence.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_MMJ_022001907011_Halaman-Judul.pdf | 11 | |
| 2. | 2023_TA_MMJ_022001907011_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_MMJ_022001907011_Bab-1_Pendahuluan.pdf | 7 | |
| 4. | 2023_TA_MMJ_022001907011_Bab-2_Tinjauan-Pustaka.pdf | 11 |
|
| 5. | 2023_TA_MMJ_022001907011_Bab-3_Metode-Penelitian.pdf | 15 |
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| 6. | 2023_TA_MMJ_022001907011_Bab-4_Analisis-dan-Pembahasan.pdf | 19 |
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| 7. | 2023_TA_MMJ_022001907011_Bab-5_Simpulan-dan-Saran.pdf | 3 |
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| 8. | 2023_TA_MMJ_022001907011_Daftar-Pustaka.pdf | 5 | |
| 9. | 2023_TA_MMJ_022001907011_Lampiran.pdf | 59 |
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P enelitian ini bertujuan untuk menguji pengaruh Brand Love terhadap Brand Loyalty yang dimediasi oleh Self-Esteem dan Susceptibility to normative influence (SNI) pengguna smartphone. Melakukan penyebaran kuesioner kepada 200 Responden sebagai sample. Dalam penelitian ini metode pengambilan sample menggunakan non-probability sampling, menggunakan teknik purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM), SPSS dan Software AMOS22. Hasil menampilkan (1) Variabel Brand Love berpengaruh signifikan dan positif terhadap Self-Esteem dan didukung. (2) Variabel Self-Esteem berpengaruh signifikan dan positif terhadap Brand Loyalty dan didukung. (3) Variabel Brand Love berpengaruh signifikan dan positif terhadap Susceptibility to normative influence dan didukung. (4) Variabel Susceptibility to normative influence tidak terdapat pengaruh signifikan dan positif terhadap Brand Loyalty dan tidak didukung. (5) Variabel Brand Love berpengaruh signifikan dan positif terhadap Brand Loyalty yang dimediasi oleh Self-Esteem dan didukung. (6) Variabel Brand Love berpengaruh signifikan dan positif terhadap Brand Loyalty yang dimediasi oleh Susceptibility to normative influence dan didukung. Saran (1) Penelitian selanjutnya dapat memperluas penyebaran kuesioner ke seluruh daerah agar data bisa lebih akurat. (2) Peneliti selanjutnya dapat memperluas cakupan penelitian diberbagai jenis bisnis tidak hanya produk smarphone, peneliti selanjutnya dapat melakukan penelitian pada objek lain seperti industry fashion.
T he objective of the empirical study is to examine and to analyze the effect of Brand Love on Brand Loyalty mediated by Self-Esteem and Susceptibility to normative influence (SNI) of smartphone users. Distribute questionnaires to 200 Respondents as a sample. In this study the sampling method used non-probability sampling, using a purposive sampling technique. The data analysis method used is Structural Equation Modeling (SEM), SPSS and AMOS22 Software. The results show (1) Brand Love has a significant and positive effect on Self-Esteem and is supported.(2) Self-Esteem variable has a significant and positive effect on Brand Loyalty and is supported. (3) The Brand Love variable has a significant and positive effect on the Susceptibility to normative influence and is supported. (4) The Susceptibility to normative influence variable has no significant and positive effect on Brand Loyalty and is not supported. (5) Brand Love variable has a significant and positive effect on Brand Loyalty mediated by Self-Esteem and supported. (6) Brand Love has a significant and positive effect on Brand Loyalty which is mediated by Susceptibility to normative influence and is supported. Suggestions (1) Further research can expand the distribution of questionnaires to all regions so that data can be more accurate. (2) Future researchers can expand the scope of research in various types of business, not only smartphone products, further researchers can conduct research on other objects such as the fashion industry.
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