Anteseden dan konsekuensi brand love pada konsumen produk mie instant di JABODETABEK
Info Katalog
File Repositori
Subyek : Marketing -- Management;Branding (marketing)
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Willy Arafah
Kata Kunci : brand authenticity; brand image; brand satisfaction; brand love
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2023_TS_MMJ_122012101028_Halaman-Judul.pdf | ||
| 2. | 2023_TS_MMJ_122012101028_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TS_MMJ_122012101028_Bab-1-Pendahuluan.pdf | ||
| 4. | 2023_TS_MMJ_122012101028_Bab-2-Landasan-Teori.pdf |
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| 5. | 2023_TS_MMJ_122012101028_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2023_TS_MMJ_122012101028_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2023_TS_MMJ_122012101028_Bab-5-Kesimpulan.pdf | ||
| 8. | 2023_TS_MMJ_122012101028_Daftar-Pustaka.pdf | ||
| 9. | 2023_TS_MMJ_122012101028_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh brand authenticity, brandimage dan brand satisfaction terhadap brand love pada konsumen mie instan diJabodetabek. Metode pada penelitian ini adalah metode kuantitatif, menggunakansurvey research pada seluruh masyarakat yang pernah melakukan pembelianproduk mie instan di Jabodetabek sebagai obyek penelitian. Pengumpulan datadigunakan dengan cara menyebarkan kuesioner. Sampel penelitian dipilihmenggunakan purposive sampling sehingga diperoleh 286 responden. Metodepengujian data yaitu uji instrument dengan uji validitas dan uji reliabilitas denganmenggunakan SPSS. Metode analisis data menggunakan Structural EquationModeling (SEM) dengan software AMOS. Hubungan secara langsungmenunjukkan bahwa hasil penelitian brand authenticity berpengaruh terhadapbrand image, brand image berpengaruh terhadap brand love, brand imageberpengaruh terhadap brand satisfaction, brand satisfaction berpengaruh terhadapbrand love, sedangkan variabel brand satisfaction mampu memediasi pengaruhantara brand image terhadap brand love. Berdasarkan hasil penelitian inidisarankan kepada penelitian selanjutnya untuk lebih mementingkan variabelvariabellain seperti brand knowledge, brand experience, serta variabel yang lebihrelevan terhadap brand love konsumen pada pembelian produk mie instan, danpenyebaran kuesioner yang lebih luas lagi, sehingga mendapatkan sample yang lebih banyak
T This study aims to analyze the effect of brand authenticity, brand image and brandsatisfaction on brand love among instan noodle consumers in Jabodetabek. Themethod in this study is a quantitative method, using survey research on all peoplewho have purchased instan noodle products in Jabodetabek as the object ofresearch. Data collection was used by distributing questionnaires. The researchsample was selected using purposive sampling in order to obtain 286 respondents.The data testing method is an instrument test with validity test and reliability testusing SPSS. The data analysis method uses Structural Equation Modeling (SEM)with AMOS software. The direct relationship shows that the results of brandauthenticity research have an effect on brand image, brand image has an effects onbrand love, brand image has an effects on brand satisfaction, brand satisfactionhas an effects on brand love, while the brand satisfaction variable is able tomediate the effect between brand image on brand love. Based on the results of thisstudy, it is suggested for further research to give more importance to othervariables such as brand knowledge, brand experience, as well as variables that aremore relevant to consumer brand love in purchasing instan noodle products, andto spread a wider questionnaire, so as to get a larger many sample