Valencia, Valencia (2022) Faktor Pendahulu yang Mempengaruhi Kepercayaan Merek dan Loyalitas Merek Reddog: Berfokus pada Konsumen Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian yang saat ini dilakukan bermanfaat sebagai pemahaman tentang kaitan antara Advertisement/Promotion, Konten SNS, Ikatan Konsumen, Kepercayaan Merek, Kinerja Merek, dan Loyalitas Merek. Pendekatan penelitian kuantitatif mengunakan metode pengisian kuesioner dalam mengumpulkan data secara online berdasarkan pengalaman dan opini para responden. Model pengukuran yaitu outer dan inner model, dianalisis dengan software SmartPLS 3.3.5. Outre model yang meliputi uji validitas dan relaibilitas. Disamping itu, inner model terdiri dari R2, T-statistics, dan P-values. Pada tahap preliminary test, telah disebarkan kuesioner kepada 100 orang responden dan 360 orang responden pada saat pengujian aktual untuk melakukan analisa secara lebih mendalam. Setelah dilakukan penelitian, didapatkan hasil bahwa kedelapan hipotesis pada penelitian ini diterima. Oleh karena itu, penelitian ini bertujuan untuk menganalisa apakah Advertisement/Promotion berpengaruh positif terhadap Customer Engagement, menganalisa apakah SNS Content berpengaruh positif terhadap Customer Engagement, menganalisa apakah Advertisement/Promotion berpengaruh positif terhadap Brand Trust, menganalisa apakah SNS Content berpengaruh positif terhadap Brand Trust, menganalisa apakah Customer Engagement berpengaruh positif terhadap Brand Trust, menganalisa apakah Customer Engagement berpengaruh positif terhadap Brand Loyalty, menganalisa apakah Brand Trust memiliki berpositif terhadap Brand Performance, dan menganalisa apakah Brand Performance berpengaruh positif terhadap Brand Loyalty.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | advertisement/promotion ; sns content ; consumer engagement ; brand trust ; brand performance ; 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: | Valencia Tanujaya | ||||||||
Date Deposited: | 22 Jun 2022 01:39 | ||||||||
Last Modified: | 22 Jun 2022 01:39 | ||||||||
URI: | http://repository.uph.edu/id/eprint/47916 |
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