Pengaruh self-brand connection terhadap brand loyalty melalui brand experience
Info Katalog
File Repositori
Nomor Panggil : 022161142
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2020
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Brand name products
Kata Kunci : self-brand connection, brand loyalty, brand experience.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2020_TA_MJ_022161142_Halaman-Judul.pdf | 19 | |
| 2. | 2020_TA_MJ_022161142_Bab-1.pdf | 8 | |
| 3. | 2020_TA_MJ_022161142_Bab-2.pdf |
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| 4. | 2020_TA_MJ_022161142_Bab-3.pdf |
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| 5. | 2020_TA_MJ_022161142_Bab-4.pdf |
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| 6. | 2020_TA_MJ_022161142_Bab-5.pdf |
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| 7. | 2020_TA_MJ_022161142_Daftar-Pustaka.pdf | 6 | |
| 8. | 2020_TA_MJ_022161142_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Self-BrandConnection Terhadap Brand Loyalty melalui Brand Experience. Sampel yangdigunakan dalam penelitian ini berjumlah 240 responden dan dikumpulkan denganmetode purposive sampling. Pengujian dilakukan dengan metode Structural EquationModel (SEM). Hasil dari penelitian ini adalah: (1) Self-Brand Connectionberpengaruh positif terhadap Brand Experience, (2) Brand Experience berpengaruhpositif terhadap Brand Loyalty, (3) Self-brand Connection berpengaruh positifterhadap Brand Loyalty, (4) Self-Brand Connection berpengaruh positif terhadapBrand Loyalty melalui Brand Experience.
T This study aims to test and analyze the effect of Self-Brand Connectiontoward Brand Loyalty through Brand Experience. The sample used in this studyamounted to 240 respondents and was collected by pusposive sampling method.Tests are carried out using the Structural Equation Model (SEM) method. The resultsof this study are : (1) Self-Brand Connection has a positive effect on BrandExperience, (2) Brand Experience has positive effect on Brand Loyalty, (3) Self-Brand Connection has a positive effect on Brand Loyalty, (4) Self-Brand Connectionhas a positive effect toward Brand Loyalty through Brand Experience.
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