Hubungan antara consumer brand identification, brand experience terhadap brand love dan brand loyalty dengan mediasi social media brand engagement Apple Indonesia = Relationship between consumer brand identification, brand experience to brand love and brand loyalty with mediation social media brand engagement Apple Indonesia

Kinanta, Rizaldi (2021) Hubungan antara consumer brand identification, brand experience terhadap brand love dan brand loyalty dengan mediasi social media brand engagement Apple Indonesia = Relationship between consumer brand identification, brand experience to brand love and brand loyalty with mediation social media brand engagement Apple Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study was made with the aim of knowing the factors that influence Brand Loyalty. In this study, millennial and generation z respondents used products from the Apple brand. In this study, questionnaires were used to collect research data. In this study using the value of the outer model for the test results of convergent validity, discriminant validity, and reliability. This research was conducted in early September to mid-November 2021. From this study, it was found that all variables in the study had a positive influence on one another. And brand love mediates consumer brand identification and brand experience on brand loyalty. / Penelitian ini dibuat dengan tujuan untuk mengetahui faktor yang mempengaruhi Brand Loyalty. Dalam penelitian ini menggunakan responden generasi milenial dan generasi z yang menggunakan produk dari brand Apple. Dalam penelitian digunakan penyebaran kuesioner untuk pengumpulan data penelitian. Pada penelitian ini menggunakan nilai dari outer model untuk hasil pengujian dari validitas konvergen, validitas diskriminan, dan reliabilitas. Penelitian ini dilaksanakan pada bulan awal September hingga bulan pertengahan November 2021. Dari penelitian ini didapati seluruh variabel dalam penelitian memiliki pengaruh positif antara yang satu dengan yang lainnya. Serta brand love memediasi consumer brand identification dan brand experience terhadap brand loyalty.

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