Analisis pengaruh consumer-brand engagement terhadap brand loyalty yang dimediasi oleh relationship quality pada pengguna Indihome di Samarinda

DETAIL KOLEKSI

Analisis pengaruh consumer-brand engagement terhadap brand loyalty yang dimediasi oleh relationship quality pada pengguna Indihome di Samarinda

Oleh : Putera Panca Perdana

Info Katalog

Nomor Panggil : 022001801199

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Willy Arafah

Subyek : Consumer satisfaction

Kata Kunci : brand interactivity, consumer involvement, self-brand image congruity, consumer-brand engagement, re

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001801199_Halaman-Judul.pdf
2.	2022_TA_SMJ_022001801199_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001801199_Bab-1-Pendahuluan.pdf
4.	2022_TA_SMJ_022001801199_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001801199_Bab-3-Metode-Penelitian.pdf	9
6.	2022_TA_SMJ_022001801199_Bab-4-Analisa-dan-Pembahasan1.pdf
7.	2022_TA_SMJ_022001801199_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001801199_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001801199_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk melihat pengaruh dari consumer-brandengagament terhadap brand loyalty yang dimediasi oleh relationship quality denganbrand interactivity, consumer involvement, dan self-brand image congruity sebagaianteseden dari consumer-brand engagement. Penelitian ini menggunakan Indihomedi Samarinda sebagai objek penelitian. Metode pengumpulan data yang digunakanadalah kuesioner dengan teknik purposive sampling yang ditargetkan pada 120responden. Metode analisis data yang digunakan adalah Structural Equation Model(SEM) melalui program AMOS dan SPSS. Hasil penelitian menunjukan tidakterdapat pengaruh positif dan signifikan Brand Interactivity terhadap Consumer-Brand Engagement, terdapat pengaruh positif dan signifikan Consumer Involvementterhadap Consumer-Brand Engagement, terdapat pengaruh positif dan signifikan Self-Brand Image Congruity terhadap Consumer-Brand Engagement, terdapatpengaruh positif dan signifikan Consumer-Brand Engagement terhadap RelationshipQuality, terdapat pengaruh positif dan signifikan Relationship Quality terhadapBrand loyalty, dan tidak terdapat pengaruh positif dan signifikan Consumer-BrandEngagement terhadap Brand Loyalty dengan mediasi Relationship Quality.

T This study aims to examine the effect of consumer-brand engagement onbrand loyalty mediated by relationship quality with brand interactivity, consumerinvolvement, and self-brand image congruity as antecedents of consumer-brandengagement. This study uses Indihome in Samarinda as the object of research. Thedata collection method used was a questionnaire with purposive sampling techniquetargeted at 120 respondents. The data analysis method used is the StructuralEquation Model (SEM) through the AMOS and SPSS programs. The results showthat there is no positive and significant effect of Brand Interactivity on Consumer-Brand Engagement, there is a positive and significant influence of ConsumerInvolvement on Consumer-Brand Engagement, there is a positive and significant influence of Self-Brand Image Congruity on Consumer-Brand Engagement, there is apositive and significant influence on Consumer-Brand Engagement. Consumer-Brand Engagement has a significant effect on Relationship Quality, there is apositive and significant relationship Quality on Brand Loyalty, and there is nopositive and significant influence on Consumer-Brand Engagement on Brand Loyaltywith Relationship Quality mediation.