Anteseden dari smartphone consumer loyalty
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Asep Hermawan
Pembimbing 2 : Mahasiswa
Kata Kunci : Emotional Marketing; Brand Identity; Brand Trust; Consumer Loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_SK_SMJ_022002106001_Halaman-Judul.pdf | ||
| 2. | 2025_SK_SMJ_022002106001_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2025_SK_SMJ_022002106001_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2025_SK_SMJ_022002106001_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2025_SK_SMJ_022002106001_Lembar-Pengesahan.pdf | 6 | |
| 6. | 2025_SK_SMJ_022002106001_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2025_SK_SMJ_022002106001_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2025_SK_SMJ_022002106001_Bab-1.pdf | 10 | |
| 9. | 2025_SK_SMJ_022002106001_Bab-2.pdf |
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| 10. | 2025_SK_SMJ_022002106001_Bab-3.pdf |
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| 11. | 2025_SK_SMJ_022002106001_Bab-4.pdf |
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| 12. | 2025_SK_SMJ_022002106001_Bab-5.pdf | ||
| 13. | 2025_SK_SMJ_022002106001_Daftar-Pustaka.pdf | ||
| 14. | 2025_SK_SMJ_022002106001_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh Emotional Marketing, Brand Identity, dan Brand Trust terhadap Consumer Loyalty. Penelitian ini memperoleh data dengan cara menyebarkan kuesioner secara online kepada individu yang merupakan penggemar digital yang mengenal dan menyukai merek smartphone tertentu dengan usia minimal 18 tahun, serta telah menggunakan merek smartphone selama minimal 2 tahun. Penelitian ini menggunakan metode non-probability sampling, dengan teknik purposive sampling. Sampel yang digunakan dalam penelitian ini sebanyak 205 responden. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan menggunakan software AMOS 26. Hasil penelitian ini menunjukkan bahwa: Terdapat pengaruh positif dari Brand Trust terhadap Consumer Loyalty, Emotional Marketing terhadap Brand Identity dan Brand Trust, serta Brand Identity terhadap Brand Trust. Sedangkan Emotional Marketing dan Brand Identity dinyatakan tidak memiliki pengaruh positif terhadap Consumer Loyalty.
T This study aims to analyze the effect of Emotional Marketing, Brand Identity, and Brand Trust on Consumer Loyalty. This study obtained data by distributing questionnaires online to individuals who are digital fans who know and like certain smartphone brands with a minimum age of 18 years, and have used smartphone brands for at least 2 years. This study uses a non-probability sampling method, with purposive sampling technique. The sample used in this study was 205 respondents. The data analysis method used is Structural Equation Modeling (SEM) using AMOS 26 software. The results of this study indicate that: There is a positive influence of Brand Trust on Consumer Loyalty, Emotional Marketing on Brand Identity and Brand Trust, and Brand Identity on Brand Trust. Meanwhile, Emotional Marketing and Brand Identity are stated to have no positive influence on Consumer Loyalty.
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