Anteseden dan konsekuen brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 022001805014
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Yolanda Masnita
Subyek : Brand loyalty;Customer relations
Kata Kunci : brand awareness, brand image, brand trust, brand loyalty, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001805014_Halaman-Judul.pdf | 11 | |
| 2. | 2022_TA_SMJ_022001805014_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001805014_Bab-1-Pendahuluan.pdf | 9 | |
| 4. | 2022_TA_SMJ_022001805014_Bab-2-Tinjauan-Pustaka.pdf | 15 |
|
| 5. | 2022_TA_SMJ_022001805014_Bab-3-Metode-Penelitian.pdf | 15 |
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| 6. | 2022_TA_SMJ_022001805014_Bab-4-Analisa-dan-Pembahasan.pdf | 19 |
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| 7. | 2022_TA_SMJ_022001805014_Bab-5-Kesimpulan.pdf | 5 |
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| 8. | 2022_TA_SMJ_022001805014_Daftar-Pustaka.pdf | 12 | |
| 9. | 2022_TA_SMJ_022001805014_Lampiran.pdf | 17 |
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P Penelitian ini menguji dan menganalisis anteseden dan konsekuensi brand loyalty. Penelitian memiliki tujuan untuk menganalisis pengaruh brand awareness terhadap brand image dan brand trust, brand image dan brand trust terhadap brand loyalty, pengaruh brand loyalty terhadap purchase intention. Selanjutnya, tujuan lain dari penelitian ini adalah menganalisis peran mediasi brand trust pada pengaruh brand awareness terhadap brand loyalty.Sampel yang digunakan dalam penelitian ini sebanyak 206 responden dengan menggunakan kuesioner. Untuk menganalisis data, penelitian ini menggunakan metode uji hipotesis. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan teknik purposive sampling. Penelitian ini dilakukan dengan menggunakan perangkat lunak SPSS dan AMOS Hasil dari penelitian ini adalah (1) terdapat pengaruh positif brand awareness terhadap brand image dan brand trust, (2) terdapat pengaruh positif brand image dan brand trust terhadap brand loyalty,(3) terdapat pengaruh positif brand loyalty terhadap purchase intention, (4) terdepat peran brand trust sebagai mediasi secara sebagian pada pengaruh brand awareness terhadap brand loyalty. Penelitian ini menyarankan influencer untuk tetap menjaga ciri khas. citra dan eksistensinya serta melihat kembali track record influencer bagi perusahaan yang ingin melakukan promosi melalui influencer.
T This study is analyze antecedents and consequence of brand loyalty. The objectives of this study to analyze the impact of brand awareness to brand image and brand trust, the impact of brand image and brand trust to brand loyalty, and the impact of brand loyalty to purchase intention. Furthermore, another objective of this study is to analyze the mediating role of brand trust on the impact of brand awarness to brand loyalty.This study is a quantitative research using purposive sampling technique and used 206 respondents that got from questionnaire. To analyze data, this study used a hypothesis test method with SPSS and AMOS software..The results of this study are (1) there is a positve impact of brand awareness to brand image and brand trust, (2) there is positive impact of brand image and brand trust to brand loyalty, (3) there is positive impact of brand loyalty to purchase intention, (4) brand trust partially mediated on the impact of brand awareness to brand loyalty. The result of this study suggests influencers to maintain their distinctiveness, image, and existence. Furthermore, the firm’s managerial that desire to promote through influencers also have to look back at the track record of them.
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