Ateseden brand loyalty

DETAIL KOLEKSI

Ateseden brand loyalty

Oleh : Aqilla Nissa Ardana

Info Katalog

Nomor Panggil : 022001805003

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Kurniawati

Subyek : Marketing - Management

Kata Kunci : advertisement, SNS content consumer engagement, brand trust, customer commitment, and brand loyalty.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001805003_Halaman-Judul.pdf	12
2.	2022_TA_SMJ_022001805003_Lembar-Pengesahan.pdf	5
3.	2022_TA_SMJ_022001805003_Bab-1_Pendahuluan.pdf
4.	2022_TA_SMJ_022001805003_Bab-2_Landasan-teori.pdf
5.	2022_TA_SMJ_022001805003_Bab-3_Metodologi-Penelitian.pdf
6.	2022_TA_SMJ_022001805003_Bab-4_Pembahasan-hasil-penelitian.pdf
7.	2022_TA_SMJ_022001805003_Bab-5_Kesimpulan.pdf
8.	2022_TA_SMJ_022001805003_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001805003_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran seperti Iklan dan layanan jejaring sosisal (SNS) terhadap Consumer Engagement, serta anteseden dari brand loyalty. Metode pengumpulan data menggunakan kuesioner dengan teknik purposive sampling kepada 270 responden. Unit analisis yang digunakan pada penelitian ini adalah individual pelanggan restaurant cepat saji (MCD, KFC, Hokben) yang membeli produk minimal 2ï‚´ selama 6 bulan terakhir dan aktif menggunakan sosial media (Instagram, Facebook). Alat analisis yang digunakan adalah Sctuctural Equation Model (SEM) melalui program AMOS dan SPSS.Hasil penelitian ini menunjukan bahwa:Advertisement memiliki pengaruh positif terhadap Consumer Engagement. Konten Social Network Service tidak memiliki pengaruh positif terhadap Consumer Engagement.Consumer engagement memiliki pengaruh positif terhadap Brand Trust. Brand Trust memiliki pengaruh positif terhadap Customer Commitment. Customer commitment memiliki pengaruh positif terhadap Brand Loyalty.melalui Customer Commitment.Implikasi manajerial dalam penelitian ini adalah membuat iklan dan promosi yamg dapat meningkatkan emosi positif dari segi isi konten iklan, memberikan pelayanan yang terbaik dari segi pelayanan pelanggan maupun kesan yang diberikan kepada pelanggan saat mengunjungi restoran, membuat pelanggan percaya dengan merek restoran, sehingga dapat menciptakan ketenangan di pikiran pelanggan, meningkatkan rasa setia pelanggan terhadap restoran, sehingga dapat meningkatkan customer commitment, memberikan pelayanan yang baik dengan mengadakan pelatihan pada karyawan, membuat suasana restoran nyaman disertai dengan fasilitas lengkap.

T This study aims to analyze the effect of marketing communications such as advertising/promotions and social networking services (SNS) on Consumer Engagement, as well as the antecedents of brand loyalty. The data collection method used a questionnaire with purposive sampling technique to 270 respondents. The unit of analysis used in this study is individual fast food restaurant customers (MCD, KFC, Hokben) who have purchased a minimum of 2Ã— products for the last 6 months and actively use social media (Instagram, Facebook). The analytical tool used is the Structural Equation Model (SEM) through the AMOS and SPSS programs.The results of this study indicate that:Advertisement has a positive influence on Consumer Engagement. Social Network Service content does not have a positive effect on Consumer Engagement.Consumer engagement has a positive influence on Brand Trust. Brand Trust has a positive influence on Customer Commitment. Customer commitment has a positive influence on Brand Loyalty.Brand Trust has a positive influence on Brand Loyalty through Customer Commitment.The managerial implication in this research is to create advertisements and promotions that can increase positive emotions in terms of the content of the ad content, provide the best service in terms of customer service and the impression given to customers when visiting restaurants, make customers believe in the restaurant brand, so as to create peace of mind. in the minds of customers, increasing the customer's sense of loyalty to the restaurant, so as to increase customer commitment, providing good service by holding training for employees, making the restaurant atmosphere comfortable accompanied by complete facilities.