Konsekuensi dari brand engagement dan brand experience
Info Katalog
File Repositori
Nomor Panggil : 022160006
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2020
Pembimbing 1 : Fatik Rahayu
Subyek : Marketing - Management
Kata Kunci : brand engagement, brand experience, brand trust, brand commitment, brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2020_TA_SMJ_022160006_Halaman-Judul-docx.pdf | 10 | |
| 2. | 2020_TA_SMJ_022160006_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2020_TA_SMJ_022160006_Bab-1-Pendahuluan.pdf | ||
| 4. | 2020_TA_SMJ_022160006_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2020_TA_SMJ_022160006_Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2020_TA_SMJ_022160006_Bab--4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2020_TA_SMJ_022160006_Bab-5-Kesimpulan.pdf |
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| 8. | 2020_TA_SMJ_022160006_Daftar-Pustaka.pdf | ||
| 9. | 2020_TA_SMJ_022160006_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji kembali peran variabel Brand Trust danBrand Commitment sebagai variabel mediasi dalam hubungan Brand Engagementdan Experience dengan Brand Loyalty saat menggunakan online service. Metodepengumpulan data penelitian ini menggunakan kuesioner dengan teknik purposivesampling kepada 220 responden pernah berbelanja di situs web Tokopedia. Alatanalisis yang digunakan adalah Structural Equation Modeling (SEM) melaluiprogram AMOS dan SPSS. Hasil penelitian ini menunjukan bahwa BrandExperience berpengaruh positif terhadap Brand Trust, Brand Trust berpengaruhpositif terhadap Brand Commitment, Brand Engagement berpengaruh positifterhadap Brand Commitment, dan Brand Commitment berpengaruh positif terhadapBrand Loyalty.
T This study aims to reexamine the mediating role of brand trust and commitment inthe relationship of brand engagement and brand experience when using onlineservices. This research data collection method used a questionnaire with a purposivesampling technique to 220 respondents who have shopped online on Tokopedia. Theanalytical tool used is Structural Equation Modeling (SEM) through AMOS andSPSS programs. The results of this study indicate that Brand Experience has apositive effect on Brand Trust, Brand Trust has a positive effect on BrandCommitment, Brand Engagement has a positive effect on Brand Commitment, andBrand Commitment has a positive effect on Brand Loyalty.
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