DETAIL KOLEKSI

Anteseden Of Brand Loyalty


Oleh : Ahmad Haris

Info Katalog

File Jurnal : 00000000000000004000.pdf

Nomor Panggil : 2019_TA_MJ_022141228

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Willy Arafah

Subyek : Brand communication - Brand loyalty;Marketing management

Kata Kunci : self-brand connection, brand experience, brand loyalty.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022141228_Halaman-Judul.pdf 964.43
2. 2019_TA_MJ_022141228_Bab-1.pdf 501.9
3. 2019_TA_MJ_022141228_Bab-2.pdf 526.32
4. 2019_TA_MJ_022141228_Bab-3.pdf 643.55
5. 2019_TA_MJ_022141228_Bab-4.pdf 570.08
6. 2019_TA_MJ_022141228_Bab-5.pdf 425.1
7. 2019_TA_MJ_022141228_Daftar-Pustaka.pdf 446.5
8. 2019_TA_MJ_022141228_Lampiran.pdf 1521.14

P Penelitian ini bertujuan untuk menganalisis pengaruh Brand Loyalty yang dipengaruhi oleh Self-brand connection dan brand experience. Teknik pengambilansampel yang digunakan adalah purposive sampling. Metode yang digunakan adalahmetode non-probability sampling dengan menggunakan alat Analisa StructuralEquation Modeling. Sampel yang digunakan adalah sebanyak 240 responden yangpernah menggunakan produk Samsung dan Iphone selama minimal 6 bulanpemakaian. Hasil penelitian ini menunjukkan bahwa Self-Brand Connectionpengaruh positif terhadap Brand Loyalty, Self-Brand Connection berpengaruh positifterhadap Brand Experience, dan Brand Experience mempunyai pengaruh positifterhadap Brand Loyalty. Untuk penelitian selanjutnya tidak hanya terfokus padabrand Samsung dan Iphone saja. Penelitian selanjutnya sebaiknya menambahkanvariable brand trust

T The purpose of this research was to see aims to analyze the Brand Loyaltyinfluenced by Self-brand connection and brand experience. The sampling techniqueused was purposive sampling. The method used is a non-probability samplingmethod using Structural Equation Modeling Analysis tools. The sample took 240respondents who had used Samsung and I-phone products for at least 6 months ofusage. The results of this study is to indicate that Self-Brand Connection has apositive influence towards Brand Loyalty, Self-Brand Connection has a positiveeffect towards Brand Experience, and Brand Experience has a positive influencetowards Brand Loyalty. For further research, it will not only focus on Samsung andI-phone brands. Future research should add a variable brand trust

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