Anteseden brand loyalty pada kafe bertema alam di Jakarta
Info Katalog
File Repositori
Nomor Panggil : 022001901111
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Willy Arafah
Subyek : Consumer satisfaction
Kata Kunci : place dependence attachment, identity based attachment, emotion based attachment, brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_02200190111_Halaman-Judul.pdf | 12 | |
| 2. | 2023_TA_SMJ_02200190111_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_02200190111_Bab-1-Pendahuluan.pdf | 9 | |
| 4. | 2023_TA_SMJ_02200190111_Bab-2_Tinjuan-Pustaka.pdf | 8 |
|
| 5. | 2023_TA_SMJ_02200190111_Bab-3_Metode-Penelitian.pdf | 18 |
|
| 6. | 2023_TA_SMJ_02200190111_Bab-4_Analisis-dan-Pembahasan.pdf | 21 |
|
| 7. | 2023_TA_SMJ_02200190111_Bab-5_Kesimpulan.pdf | 4 |
|
| 8. | 2023_TA_SMJ_02200190111_Daftar-Pustaka.pdf | 8 | |
| 9. | 2023_TA_SMJ_02200190111_Lampiran.pdf | 31 |
|
P Penelitian ini bertujuan untuk menganalisis pengaruh dari identity based attachment, place dependence attachment dan emotion based attachment terhadap brand loyalty yang di moderasi oleh customer experience pada café bertema alam di Jakarta. Penelitian ini menggunakan konsumen dari lima kafe bertema alam yang ada di Jakarta yaitu Living With LOF, Odysseia, Arborea Cafe, The Forest by Wyls, dan Onni House. Motede pengumpulan data yang digunakan adalah purposive sampling melalui kuesioner yang telah diisi oleh 211 responden. Metode analisis data yang digunakan adalah Structural Equation Model (SEM) melalui program AMOS dan SPSS. Hasil penelitian menunjukkan terdapat pengaruh positif identity based attachment terhadap emotion based attachment, terdapat pengaruh positif place dependence attachment terhadap emotion based attachment, terdapat pengaruh positif emotion based attachment terhadap brand loyalty, terdapat pengaruh positif emotion based attachment terhadap brand loyalty yang dimoderasi customer experience. Dari hasil penelitian kafe bertema alam dapat menambahkan aspek-aspek yang berunsur alami dan meningkatkan pelayanan yang bisa diberikan. Saran untuk penelitian selanjutnya agar memperluas objek penelitian dan menambahkan variabel Word Of Mouth (WOM) yang bisa mempengaruhi brand loyalty.
T This study aims to analyze the effect of identity based attachment, place dependence attachment and emotion based attachment on brand loyalty which is moderated by customer experience at nature-themed cafes in Jakarta. This research uses consumers from five nature-themed cafes in Jakarta, namely Living With LOF, Odysseia, Arborea Cafe, The Forest by Wyls, and Onni House. The data collection method used was purposive sampling through questionnaires that had been filled out by 211 respondents. The data analysis method used is the Structural Equation Model (SEM) through the AMOS and SPSS programs. The results showed that there is a positive effect of identity based attachment on emotion based attachment, there is a positive effect of place dependence attachment on emotion based attachment, there is a positive effect of emotion based attachment on brand loyalty, there is a positive effect of emotion based attachment on brand loyalty which is moderated by customer experience. From the research results, nature-themed cafes can add aspects that have natural elements and improve the services that can be provided. Suggestions for further research are to expand the research object and add word of mouth (WOM) variables that can affect brand loyalty.
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