DETAIL KOLEKSI

Pengaruh self-brand connection terhadap brand loyalty melalui brand experience


Oleh : Cindy Wilian Despita

Info Katalog

Nomor Panggil : 022161142

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2020

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Brand name products

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


File Repositori
No. Nama File Ukuran (KB) Status
1. 2020_TA_MJ_022161142_Halaman-Judul.pdf 858.34
2. 2020_TA_MJ_022161142_Bab-1.pdf 560.85
3. 2020_TA_MJ_022161142_Bab-2.pdf 613.09
4. 2020_TA_MJ_022161142_Bab-3.pdf 1027.91
5. 2020_TA_MJ_022161142_Bab-4.pdf 864.66
6. 2020_TA_MJ_022161142_Bab-5.pdf 572.17
7. 2020_TA_MJ_022161142_Daftar-Pustaka.pdf 416.08
8. 2020_TA_MJ_022161142_Lampiran.pdf 1440.18

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Self-BrandConnection Terhadap Brand Loyalty melalui Brand Experience. Sampel yangdigunakan dalam penelitian ini berjumlah 240 responden dan dikumpulkan denganmetode purposive sampling. Pengujian dilakukan dengan metode Structural EquationModel (SEM). Hasil dari penelitian ini adalah: (1) Self-Brand Connectionberpengaruh positif terhadap Brand Experience, (2) Brand Experience berpengaruhpositif terhadap Brand Loyalty, (3) Self-brand Connection berpengaruh positifterhadap Brand Loyalty, (4) Self-Brand Connection berpengaruh positif terhadapBrand Loyalty melalui Brand Experience.

T This study aims to test and analyze the effect of Self-Brand Connectiontoward Brand Loyalty through Brand Experience. The sample used in this studyamounted to 240 respondents and was collected by pusposive sampling method.Tests are carried out using the Structural Equation Model (SEM) method. The resultsof this study are : (1) Self-Brand Connection has a positive effect on BrandExperience, (2) Brand Experience has positive effect on Brand Loyalty, (3) Self-Brand Connection has a positive effect on Brand Loyalty, (4) Self-Brand Connectionhas a positive effect toward Brand Loyalty through Brand Experience.

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