DETAIL KOLEKSI

Anteseden Oppositional Brand Loyalty


Oleh : Anggi Kartika Sari

Info Katalog

Nomor Panggil : 2018_TA_MJ_022164001

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Asep Hermawan

Subyek : Brand community;Marketing management

Kata Kunci : brand communit brand commitment, self brand connection, brand experience, oppositional brand loyalty


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022164001_Halaman-Judul.pdf 995.95
2. 2018_TA_MJ_022164001_Bab-1.pdf 776.45
3. 2018_TA_MJ_022164001_Bab-2.pdf 851.54
4. 2018_TA_MJ_022164001_Bab-3.pdf 1168.5
5. 2018_TA_MJ_022164001_Bab-4.pdf 924.59
6. 2018_TA_MJ_022164001_Bab-5.pdf 708.52
7. 2018_TA_MJ_022164001_Daftar-Pustaka.pdf 639.92
8. 2018_TA_MJ_022164001_Lampiranpdf.pdf 2477.4

P Penelitian ini menguji pengaruh Brand Community terhadap Oppositional Brand Loyalty pada brand Vespa . Sampel yang digunakan adalah sebanyak 150 konsumen yang merupakan anggota komunitas Vespa . Metode yang digunakan adalah metode non-probability sampling dengan jenis purposive sampling method dengan menggunakan alat Analisa Structural Equation Modeling. Hasil penelitian ini menunjukkan bahwa Brand Community berpengaruh positif terhadap Brand Commitment, Brand Community berpengaruh positif terhadap Self Brand Connection, Self Brand Connection berpengaruh positif terhadap Brand Commitment, Self Brand Connection berpengaruh positif terhadap Brand Experience, Self Brand Connection berpengaruh positif terhadap Oppositiional brand Loyalty melalui Brand Experience dan Brand Commitment berpengaruh positif terhadap Oppositional Brand Loyalty.

T This study examines the influence of Brand Community on Oppositional Brand Loyalty on Vespa Brand. The samples used are 150 consumers who members of Vespa Community. The method used is non-probability sampling and purposive sampling method using Structural Equation Modeling Analysis tool. The results of this study indicate that Brand Community has positve effect on Brand Commitment, Brand Community has positive effect on Self Brand Connection, Self Brand Connection has positive effect to Brand Commitment, Self Brand Connection has positive effect to Brand Experience, Self Brand Connection has positivet effect to Oppositional Brand Loyalty through Brand Experience and Brand Commitment has positive effect on Oppositional Brand Loyalty.

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