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Anteseden brand experience


Oleh : Muhamad Farisha Farhan

Info Katalog

File Jurnal : 00000000000000098089.pdf

Nomor Panggil : 2019_TA_MJ_022151037

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Management - Brand name products;Marketing management

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

P Penelitian ini bertujuan untuk menguji pengaruh variabel Self-Brand Connection terhadap Brand Loyalty, Self-Brand Connection terhadap Brand Experience dan Brand Experience memediasi Self-Brand Connection terhadap Brand Experience. Variabel yang digunakan antara lain: Self-Brand Conection, Brand Experience dan Brand Loyalty. Data penelitian ini diperoleh dengan menyebarkan kuesioner kepada 150 responden dengan menggunakan metode penarikan sample pusposive sampling. Sampel yang digunakan dalam penelitian ini adalah konsumen yang pernah membeli dan menggunakan smartphone merek samsung. Pengujian hipotesis pada penelitian ini menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah bahwa Self-Brand Connection memiliki pengaruh positif terhadap Brand Loyalty, Self-Brand Connection memiliki pengaruh positif terhadap Brand Experience dan Brand Experience memediasi Self-Brand Connection terhadap Brand Loyalty.

T The objective the empirical Self-Brand Connection asscociated with Brand Loyalt, Self-Brand Connection asscociated with Brand Experience, also, Brand Experience mediates the asscociation between Self-Brand Connection and Brand Loyalty. Variables used include: Self-Brand Connection, Brand Experience and Brand Loyalty. The research data was obtained by distributing questionnaires to 150 respondents by using the sampling method pusposive sampling. The sample used in this study is consumers who have bought and used a samsung brand smartphone. The hypothesis testing in this study uses the Structural Equation Model (SEM). The result of this study are that Self-Brand Connection has a positive influence on Brand Loyalt, Self-Brand Connection has a positive influence on Brand Experience also Brand Experience mediastes the association between Self-Brand Connection and Brand Loyalty.

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