Sanjaya, Lisa (2020) Pengaruh brand experience, consumers emotional attachment to brand, brand satisfaction terhadap brand commitment: pada merek fashion global. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan dari penelitian ini adalah untuk memahami hubungan dari pengaruh brand experience, consumers emotional attachment to brand, brand satisfaction terhadap brand commitment. Penelitian ini secara khusus meneliti merek fashion global (Nike, Adidas, Zara, H&M, Pull&Bear, Uniqlo, LV, Rolex, Chanel, Gucci, Cartier, Hermes). Pendekatan penelitian ini adalah penelitian kuantitatif dengan metode pengumpulan data menggunakan kuesioner elektronik Google Forms. Penelitian ini dilakukan seluruh Indonesia dimana mereka yang pernah membeli dan menggunakan produk fashion merek global (Nike, Adidas, Zara, H&M, Pull&Bear, Uniqlo, LV, Rolex, Chanel, Gucci, Cartier, Hermes) menjadi responden penelitian ini. Model pengukuran outer model dan inner model dianalisis dengan SmartPLS 3.3.2. Outer model terdiri dari uji validitas dan reliabilitas sedangkan inner model menguji uji R-square, Q-square, T-statistik, dan P-value. Selanjutnya, pemodelan persamaan struktural dilakukan untuk menguji hubungan konstruk dalam kerangka teori penelitian ini. Temuan penelitian menunjukkan bahwa brand satisfaction terhadap brand commitment memiliki hubungan yang tidak di dukung. Seluruh variabel dan hubungannya ini dimasukkan ke dalam konteks produk fashion merek global (Nike, Adidas, Zara, H&M, Pull&Bear, Uniqlo, LV, Rolex, Chanel, Gucci, Cartier, Hermes) untuk mendapatkan wawasan yang lebih dapat diterapkan. Penelitian ini diharapkan untuk memperluas kontribusi penelitian selanjutnya terhadap literatur yang ada dengan pemasar global dan pemasar merek.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Brand Experience; Consumers Emotional Attachment to Brand; Brand Satisfaction; Brand Commitment | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Users 14210 not found. | ||||||||
Date Deposited: | 22 Feb 2021 03:12 | ||||||||
Last Modified: | 22 Feb 2021 03:12 | ||||||||
URI: | http://repository.uph.edu/id/eprint/21603 |
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