Pengaruh value equity, brand equity, relationship equity, dan attitudinal loyalty terhadap behavioral loyalty

DETAIL KOLEKSI

Pengaruh value equity, brand equity, relationship equity, dan attitudinal loyalty terhadap behavioral loyalty

Oleh : Radinne Fakhri Al Waf a

Info Katalog

Nomor Panggil : 022001901270

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Marketing -- Management

Kata Kunci : vvalue equity, brand equity, relationship equity, attitudinal loyalty, behavioral loyalty, and mobil

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001901270_Halaman-Judul.pdf	12
2.	2023_TA_SMJ_022001901270_Lembar-Pengesahan.pdf	5
3.	2023_TA_SMJ_022001901270_Bab--1-Pendahuluan.pdf	9
4.	2023_TA_SMJ_022001901270_Bab--2-Landasan-Teori.pdf	15
5.	2023_TA_SMJ_022001901270_Bab--3-Metodologi-Penelitian.pdf	14
6.	2023_TA_SMJ_022001901270_Bab--4-Analisis-dan-Pembahasan.pdf	12
7.	2023_TA_SMJ_022001901270_Bab--5-Simpulan,-Implikasi-Manajerial,-Keterbatasan-dan-Saran.pdf	5
8.	2023_TA_SMJ_022001901270_Daftar-Pustaka.pdf	5
9.	2023_TA_SMJ_022001901270_Lampiran.pdf	19

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh Value Equity, Brand Equity, Relationship Equity, dan Attitudinal Loyalty terhadap Behavioral Loyalty. Penelitian ini menggunakan data cross sectional karena data diambil hanya dalam kurun waktu dan periode yang telah ditentukan. Sampel yang digunakan sebanyak 126 responden yaitu pengguna aplikasi mobile food delivery yang menggunakan aplikasi mobile food delivery (ShopeeFood, GoFood, dan GrabFood) dan pernah berbelanja minimal 1 kali perbulan dalam 6 bulan terakhir. Karakteristik responden dalam penelitian ini meliputi jenis kelamin, usia, pendidikan terakhir, pekerjaan, dan pendapatan perbulan. Penelitian ini menggunakan metode kuantitatif yang diperoleh melalui kuesioner secara online (google form). Metode penarikan sampel yang digunakan adalah non probability samping dengan teknik purposive sampling. Metode analisis data yang menggunakan metode Structural Equation Model (SEM) dengan program software SPSS 22 dan AMOS 22. Peneliti menggunakan skala likert pada penelitian dengan skor yang dialokasikan dari 1 hingga 5 untuk menunjukkan jawaban dari ''sangat tidak setuju'' hingga ''sangat setujuâ€, Hasil penelitian ini menyimpulkan bahwa variabel Value Equity, Brand Equity, dan Relationship Equity berpengaruh positif terhadap Attitudinal Loyalty, dan Attitudinal Loyalty berpengaruh positif terhadap variabel Behavioral Loyalty.

T his study aims to analyze The Effect of Value Equity, Brand Equity, Relationship Equity, and Attitudinal Loyalty on Behavioral Loyalty. This study used cross- sectional data because the data was taken only within a predetermined period of time and period. The sample used was 126 respondents, namely mobile food delivery application users who used mobile food delivery applications (ShopeeFood, GoFood, and GrabFood) and had shopped at least 1 time per month in the last 6 months. The characteristics of respondents in this study include gender, age, recent education, occupation, and monthly income. This study used quantitative methods obtained through an online questionnaire (google form). The sampling method used is non- probability side with purposive sampling technique. Data analysis method using the Structural Equation Model (SEM) method with SPSS 22 and AMOS 22 software programs. Researchers used a Likert scale in the study with a score allocated from 1 to 5 to show answers from "strongly disagree" to "strongly agree", The results of this study concluded that the variables Value Equity, Brand Equity, and Relationship Equity positively affect Attitudinal Loyalty, and Attitudinal Loyalty positively affect the Behavioral Loyalty variable.