DETAIL KOLEKSI

Pengaruh Brand Trust Dan Brand Attachment Terhadap Offline Dan Online Loyalty


Oleh : Barrunita Pintari Wirachmanova

Info Katalog

Nomor Panggil : 2018_TA_MJ_022164502

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Adiati Hardjanti

Subyek : Brand trust;Marketing management

Kata Kunci : brand trust, brand attachment, offline loyalty, online loyalty.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022164502_Halaman-Judul.pdf 1199.37
2. 2018_TA_MJ_022164502_Bab1.pdf 953.17
3. 2018_TA_MJ_022164502_Bab2.pdf 1412.12
4. 2018_TA_MJ_022164502_Bab3.pdf 1609.58
5. 2018_TA_MJ_022164502_Bab4.pdf 1261.21
6. 2018_TA_MJ_022164502_Bab5.pdf 715.41
7. 2018_TA_MJ_022164502_Daftar-Pustaka.pdf 933.02
8. 2018_TA_MJ_022164502_Lampiran.pdf 2228.59

T Tujuan dari penelitian ini adalah untuk mengetahui untuk mengetahui apakah adanya pengaruh brand trust dan brand attachment terhadap offline dan online loyalty. Model konseptual yang digunakan dan diuji adalah McDonald;s yang memiliki toko offline dan juga toko online. Penelitian ini menggunakan metode non-probability sampling dengan teknik purposive sampling dan judgemental sampling, dimana sampel yang diambil dari penelitian ini adalah 160 responden yang telah melakukan pembelian melalui toko online minimal 4 kali dan melalui toko offline minimal 4 kali dalam kurun waktu 6 bulan terakhir. Alat analisis data yang digunakan adalah Structural Equation Model (SEM) melalui program AMOS. Hasil penelitian ini menunjukkan bahwa offline loyalty berpengaruh positif terhadap online loyalty, brand trust berpengaruh positif terhadap offline loyalty, brand trust tidak berpengaruh positif terhadap online loyalty, brand attachment berpengaruh positif terhadap offline loyalty, brand attachment berpengaruh positif terhadap online loyalty, dan brand trust berpengaruh positif terhadap brand attachment. Peneliti yang akan datang diharapkan dapat menyebar kuesioner kepada lebih dari 160 responden agar hasil penelitian lebih bervariasi.

T The objective of the empirical study is to knowing if there is an effect of brand trust and brand attachment toward offline and online loyalty. A conceptual model is proposed and tested on McDonald’s which has an offline store and an online store as well. This research using non probability sampling with purposive sampling and judgemental sampling technique, where is the sample taken on this research is 160 respondents that has been purchased through online store minimal 4 times and through offline store minimal 4 times within the last 6 months. The data analysis tool that used was Structural Equation Model (SEM) via AMOS program. The results of this research showed that offline loyalty has a positive effect toward online loyalty, brand trust has a positive effect toward offline loyalty, brand trust has no positive effect toward online loyalty, brand attachment has a positive effect toward offline loyalty, brand attachment has a positive effect toward online loyalty, and brand trust has a positive effect toward brand attachment. For future researchers are expected to spread the questionnaires to more than 160 respondents so the result will more diversified.

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