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Anteseden dan konsekuensi dari online brand experience


Oleh : Elsa Verly Tambunan

Info Katalog

File Jurnal : 00000000000000096860.pdf

Nomor Panggil : 2019_TA_MJ_022111222

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Asep Hermawan

Subyek : Customer brand engagement;Marketing management

Kata Kunci : customer brand engagement, brand satisfaction, brand loyalty, brand trust, online brand experience


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022111222_Halaman-Judul.pdf 1388.87
2. 2019_TA_MJ_022111222_Bab-1.pdf 790.89
3. 2019_TA_MJ_022111222_Bab-2.pdf 1460.83
4. 2019_TA_MJ_022111222_Bab-3.pdf 1468.28
5. 2019_TA_MJ_022111222_Bab-4.pdf 1476.51
6. 2019_TA_MJ_022111222_Bab-5.pdf 763.79
7. 2019_TA_MJ_022111222_Daftar-Pustaka.pdf 884.19
8. 2019_TA_MJ_022111222_Lampiran.pdf 2200.09

P Penelitian ini bertujuan untuk menganalisis anteseden dan konsekuensi dari Online Brand Experience. Sampel dalam penelitian ini adalah responden yang pernah berbelanja secara online sebanyak 122 orang responden. Teknik purposive sampling. Uji instrument data menggunakan uji validitas dan uji reabilitas. Metode analisis data yang digunakan adalah SEM (Structural Equation Model). Pengujian Hipotesa dalam penelitian ini dengan level of significant (α) sebesar 0.05 dan pengambilan keputusan. Hasil dari pengujian menunjukkan bahwa : (1) Customer Brand Engagement memiliki pengaruh positif terhadap Online Brand Experience, (2) Online Brand Experience memiliki pengaruh positif terhadap Brand Satisfaction, (3) Online Brand Experience memiliki pengaruh positif terhadap Brand Loyalty (4) Customer Brand Engagement memiliki pengaruh positif terhadap Brand Satisfaction, dan Brand Trust melalui Online Brand Experience, (5) Brand Satisfaction tidak memiliki pengaruh positif terhadap Brand Loyalty (6) Brand Loyalty tidak memiliki pengaruh positif terhadap Brand trust (7) Online Brand Experience memiliki pengaruh positif terhadap Brand Trust

T This study aimed to analyze antecedents and consequences of Online Brand Experience. The sample in this study is the respondents who had online shopping as much as 122 respondents. Purposive sampling technique. Test instrument data suing validity and reliability test. Methods of data analysis used in this study is SEM (Structural Equation Model). Hypothesis testing is done by comparing the p-value from the analysis any hypothesis in this study with the level of significant (α) of 0.05 and decision making. The results of the testing showed that: (1) Customer Brand Engagement does not have a positive influence on Online Brand Experience, (2) Online Brand Experience has a positive influence on Brand Satisfaction, (3) Online Brand Experience has a positive influence on Brand Loyalty (4) Customer Brand Engagement has a positive influence on Brand Satisfaction, and Brand Trust are mediated by Online Brand Experience, (5) Brand Satisfaction does not have a positive influence on Brand Loyalty (6) Brand Loyalty does not have a positive influence on Brand trust (7) Online Brand Experience has a positive influence on Brand Trust

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