Anteseden dan konsekuensi dari komitmen terhadap merek
Info Katalog
File Repositori
Nomor Panggil : 2015_TA_MJ_022110038
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2015
Pembimbing 1 : RR Dyah Astarini
Subyek : Brand affect;Marketing manajamen
Kata Kunci : brand affect, brand trust, brand image, brand value, brand commitment, brand loyalty, luxury brand
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2015_TA_MJ_02211003-Halaman-Judul.pdf | ||
| 2. | 2015_TA_MJ_02211003_-Bab-1.pdf | ||
| 3. | 2015_TA_MJ_02211003_-Bab-2.pdf |
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| 4. | 2015_TA_MJ_02211003_-Bab-3.pdf |
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| 5. | 2015_TA_MJ_02211003_Bab-4.pdf |
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| 6. | 2015_TA_MJ_02211003_-Bab-5.pdf |
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| 7. | 2015_TA_MJ_02211003_-Daftar-Pustaka.pdf | ||
| 8. | 2015_TA_MJ_02211003_-Lampiran.pdf |
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P Penelitian ini bertujuan untuk mengetahui hubungan antara pelanggan denganmerek untuk menciptakan pelanggan yang berkomitmen serta loyal pada merek danmenganalisis pengaruh brand affect, brand image, brand trust dan brand valueterhadap brand commitment dan brand loyalty pada pelanggan pengguna luxurybrand.Data yang digunakan dalam penelitian ini adalah data primer, denganmenyebarkan 260 kuesioner kepada pelanggan luxury brand. Teknik pengambilandengan metode purposive sampling. Teknik pengukuran data menggunakan(Sturctural Equation Model) SEM.Hasil penelitian menunjukkan bahwa terdapat pengaruh positif brand affect,brand image, brand trust dan brand value terhadap brand commitment dan brandcommitment terhadap brand loyalty pada pengguna luxury brand. Penelitianselanjutnya disarankan untuk meneliti selain produk fashion dari luxury brand,menambahkan jumlah sampel dan variabel brand recognition dan brand personality(Zoel, 2010)
T The purpose of this study to determine the relationship between the customerand the brand to create customers who are committed and loyal to the brand andanalyze the effect of brand affect, brand image, brand trust and brand value to thebrand commitment and brand loyalty toward customers who are using luxury brand.The data used is a primary data that taken by distributing to 260 questionnaires,using purposive sampling methods. Technique measurement is using (StructuralEquation Model) SEM.The result shows that there is a positive influence brand affect, brand image,brand trust and brand value towards the brand commitment. Moreover, that is apositive influence brand commitment toward brand loyalty for luxury brandcustomer. For future research is suggested to research other luxury brand products,add more respondents and add other variables such as brand recognition and brandpersonality (Zoel, 2010).
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