DETAIL KOLEKSI

Konsekuensi Self-brand Connection

5.0


Oleh : Intan Permata Ananda

Info Katalog

Nomor Panggil : 2019_TA_MJ_022151102

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Fatik Rahayu

Subyek : Self-brand connection;Marketing management

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


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022151102_Halaman-Judul.pdf 955.8
2. 2019_TA_MJ_022151102_Bab-1.pdf 1349.08
3. 2019_TA_MJ_022151102_Bab-2.pdf 1584.78
4. 2019_TA_MJ_022151102_Bab-3.pdf 1710.63
5. 2019_TA_MJ_022151102_Bab-4.pdf 1537.94
6. 2019_TA_MJ_022151102_Bab-5.pdf 1218.08
7. 2019_TA_MJ_022151102_Daftar-Pustaka.pdf 1301.19
8. 2019_TA_MJ_022151102_Lampiran.pdf 2350.9

P Penelitian ini bertujuan untuk menguji dan menganalisis konsekuansi dari Self-Brand Connection. Sampel yang digunakan dalam penelitian ini sebanyak 240 responden dengan menggunakan metode penarikan sample purposive sampling. Sampel yang digunakan dalam penelitian ini adalah konsumen yang pernah membeli dan menggunakan Luxury Fashion Brand. Pengujian hipotesis pada penelitian ini menggunakan metode Structural Equation Model (SEM) dengan bantuan software AMOS. Hasil dari penelitian ini adalah terdapat pengaruh Self-Brand Connection terhadap Brand Loyalty, selanjutnya Self Brand Connection berpengaruh terhadap Brand Experience, selain itu, Brand Experience dapat memediasi hubungan antara Self-Brand Connection dan Brand Loyalty. Untuk peneliti selanjutnya disarankan dapat meneliti Luxury Fashion Brand lainnya dan menambahkan variabel lainnya seperti Brand Trust dan Brand Value.

T The objective of the empirical study is to test and analyze the consequences of Self-Brand Connection. The sample used in this study is 240 respondents by using purposive sampling technique. The sample used in this study is consumers who have bought and used a Luxury Fashion Brand. The hypothesis testing in this study uses the Structural Equation Model (SEM) method with AMOS software. The results of this study show Self Brand Connection is associated with Brand Loyalty. Then, Self Brand Connection associated with Brand Experience. Also, Brand Experience mediates the association between Self-Brand Connection and Brand Loyalty. For future researchers are suggested to analysis other brand company and added other variabel like Brand Trust and Brand Value.

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