Pengaruh cultural value terhadap brand loyalty yang dimediasi oleh self-congruence, brand reputation, brand identification dan brand affect
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022131004
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Farida Jasfar
Subyek : Brand identification;Marketing management
Kata Kunci : collectivism/individualism, brand loyalty, self-congruence, brand reputation.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022131004_Halaman-Judul.pdf | 16 | |
| 2. | 2017_TA_MJ_022131004_Bab1-.pdf | 7 | |
| 3. | 2017_TA_MJ_022131004_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131004_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131004_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131004_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131004_Daftar-Pustaka.pdf | 4 | |
| 8. | 2017_TA_MJ_022131004_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh cultural value terhadap brand loyalty yang dimediasi oleh self-congruence, brand reputation, brand identification dan brand affect. Sampel yang digunakan dalam penelitian ini berjumlah 189 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode SEM. Hasil dari penelitian ini adalah (1) brand reputation mempengaruhi self-congruence, (2) brand reputation mempengaruhi brand affect, (3) brand reputation mempengaruhi brand identification, (4) cultural value mempengaruhi self-congruence, (5) cultural value mempengaruhi brand identification, (6) cultural value mempengaruhi brand reputation, (7) self congruence mempengaruhi brand affect, (8) brand identification mempengaruhi brand affect, (9) self-congruence mempengaruhi brand loyalty, (10) brand affect mempengaruhi brand loyalty, (11) brand identification mempengaruhi brand loyalty
T This study aims to examine and analyze the influence of cultural values on brand loyalty mediated by self-congruence, brand reputation, brand identification and brand Affect. The sample used in this research is 189 respondents and collected by purposive sampling method. Testing was conducted by SEM. The results of this study were (1) brand reputation affects self-congruence, (2) brand reputation affects brand Affect, (3) brand reputation affects brand identification, (4) cultural values affect the self-congruence, (5) cultural values influence the brand identification, (6) cultural values affect brand reputation, (7) self congruence affect brand affect, (8) brand identification affects brand affect, (9) self-congruence affect brand loyalty, (10) brand affect affect brand loyalty, (11 ) brand identification affects brand loyalty
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