Anteseden dan konsekuensi brand loyalty

DETAIL KOLEKSI

Anteseden dan konsekuensi brand loyalty

Oleh : Aulia Pramunira

Info Katalog

Nomor Panggil : 022001907008

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Iwan Ekawanto

Subyek : Marketing - Management;Brand loyalty

Kata Kunci : brand trust, brand affection, brand loyalty, and purchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001907008_Halaman-Judul.pdf	12
2.	2023_TA_SMJ_022001907008_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001907008_Bab-1-Pendahuluan.pdf	10
4.	2023_TA_SMJ_022001907008_Bab-2-Tinjauan-Pustaka.pdf	10
5.	2023_TA_SMJ_022001907008_Bab-3-Metode-Penelitian.pdf	18
6.	2023_TA_SMJ_022001907008_Bab-4-Analisis-dan-Pembahasan.pdf	12
7.	2023_TA_SMJ_022001907008_Bab-5-Simpulan.pdf	3
8.	2023_TA_SMJ_022001907008_Daftar-Pustaka.pdf	5
9.	2023_TA_SMJ_022001907008_Lampiran.pdf	31

Abstrak
Abstract

P enelitian ini mengkaji pengaruhdalam hubunganBrand Trust, Brand Affection, dan Brand LoyaltyterhadapPurchase Intention Kedai Kopi Lokal. Kegiatan pemasaran dengan mengutamakan branding pada Kedai Kopi Lokal. Penelitian ini menggunakan data primer yang diperoleh melalui kuesioner online dari 220 responden. Pelanggan yang mengkonsumsi produk kopidalam kurun waktu 3bulanuntuk studi kuantitatif melalui Purposive sampling. Data dianalisis menggunakan Structural Equation Model (SEM) dengan menggunakan program SPSS dan Amos. Hasil penelitian ini menunjukkan bahwa Brand Trust, Brand Affection, dan Brand Loyalty berpengaruh positif terhadap Purchase Intention Kedai Kopi Lokal.Penelitian selanjutnya dapat memperluas penyebaran kuesioner ke seluruh daerah agar data bisa lebih akurat, dan peneliti selanjutnya dapat memperluas cakupan penelitian pada brand kedai kopi internasional di Indonesia

T his study examines the influence of the relationship between Brand Trust, Brand Affection, and Brand Loyalty on Purchase Intention of Local Coffee Shops. Marketing activities by prioritizing branding at Local Coffee Shops. This study uses primary data obtained through online questionnaires from 220 respondents. Customers who consume coffee products within 3 months for quantitative studies through purposive sampling. Data were analyzed using the Structural Equation Model (SEM) using the SPSS and Amos programs. The results of this study indicate that Brand Trust, Brand Affection, and Brand Loyalty have a positive effect on Purchase Intention of Local Coffee Shops. Future research can expand the distribution of questionnaires to all regions so that data can be more accurate, and future researchers can expand the scope of research on international coffee shop brands in Indonesia.