Pengaruh brand associations terhadap brand love dan konsekuensinya

DETAIL KOLEKSI

Pengaruh brand associations terhadap brand love dan konsekuensinya

Oleh : Muhammad Syahrul Ramadhan

Info Katalog

Nomor Panggil : 022001801171

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Hj. Arwini Sumardi

Subyek : Marketing - Management

Kata Kunci : brand associations, cognitive association, sensory association, affective association, brand love, b

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2022_TA_SMJ_022001801171_Halaman-Judul.pdf
2.	2022_TA_SMJ_022001801171_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001801171_Bab-1-Pendahuluan1.pdf
4.	2022_TA_SMJ_022001801171_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001801171_Bab-3-Metode-Penelitian.pdf
6.	2022_TA_SMJ_022001801171_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001801171_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001801171_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001801171_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisa Pengaruh BrandAssociations terhadap Brand Love dan Konsekuensinya. Objek penelitian ini adalahproduk baju brand lokal. Metode yang digunakan adalah non-probability samplingdengan teknik purposive sampling kepada 165 responden. Metode analisis yangdigunakan dalam penelitian ini adalah Structural Equation Model (SEM). Hasil daripenelitian ini menunjukkan bahwa terdapat pengaruh positif Cognitive Associationterhadap Brand Love, tidak terdapat pengaruh positif Sensory Association terhadapBrand Love, terdapat pengaruh positif Affective Association terhadap Brand Love,terdapat pengaruh positif Brand Love terhadap Brand Loyalty, terdapat pengaruhpositif Brand Love terhadap Word of Mouth.

T This study aims to examine and analyze the effect of Brand Associations onBrand Love and Consequences. The object of this research is local brand clothingproducts. The method used is non-probability sampling with purposive samplingtechnique to 165 respondents. The analytical method used in this study is theStructural Equation Model (SEM). The results of this study indicate that there is apositive influence of Cognitive Association on Brand Love, there is no positiveinfluence of Sensory Association on Brand Love, there is a positive influence ofAffective Association on Brand Love, there is a positive influence of Brand Love onBrand Loyalty, there is a positive influence of Brand Love on Word of Mouth.