Marcelin, Thalia Nevita (2021) Pengaruh brand personality, brand experience, self-brand connection, brand love, dan brand trust terhadap brand loyalty (brand kosmetik Wardah). Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Seiring kemajuan dan perkembangan teknologi saat ini, persaingan di industri kosmetik menjadi semakin ketat, oleh karena itu perlu dilakukan berbagai upaya untuk menarik perhatian calon konsumen agar tetap dapat bersaing. Penelitian ini membahas pengaruh Brand Personality, Brand Experience, Self-Brand Connection, Brand Love dan Brand Trust terhadap Brand Loyalty. Subjek penelitian ini adalah wanita Indonesia yang menjadi pelanggan Wardah di sebelum tahun 2021 dengan jumlah sampel 402 responden. Skala yang digunakan pada kuesioner ini adalah skala likert dimana nilai 1 berarti sangat tidak setuju dan nilai 5 menunjukan sangat setuju dengan pernyataan yang diberikan. Data yang telah dikumpulkan kemudian diolah menggunakan program SmartPLS 3.3.2. Penelitian ini diharapkan dapat berpengaruh sebagai saran masukan bagi produk kosmetik merek Wardah dalam menyusun strategi pemasaran agar mampu bersaing di dalam industri kosmetik yang semakin ketat.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Brand Personality; Brand Experience; Self-Brand Connection; Brand Love; Brand Trust; Brand Loyalty | ||||||||
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 13688 not found. | ||||||||
Date Deposited: | 06 Jul 2021 06:39 | ||||||||
Last Modified: | 28 Mar 2023 07:48 | ||||||||
URI: | http://repository.uph.edu/id/eprint/40359 |
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