Valencia, Jesslyn (2022) Pengaruh brand social benefit dalam consumer-brand identification terhadap oppositional loyalty. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan dari penelitian ini adalah untuk memahami hubungan dari pengaruh keuntungan sosial merek (brand social benefit) dalam identifikasi merek konsumen (consumer-brand identification) terhadap loyalitas oposisi (oppositional loyalty). Objek penelitian ini berasal dari salah satu merek dari Apple Inc. yaitu Iphone. Metode penelitian kuantitatif digunakan dalam penelitian ini dengan metode pengumpulan data melalui kueseioner yang berbasis online Google Forms. Responden dari kuesioner penelitian ini merupakan orang yang pernah menggunakan Iphone. SmartPLS digunakan dalam penelitian ini untuk mengukur inner dan outer model. Structural Equation Modeling (SEM) digunakan untuk menguji kerangka teoritis dari penelitian ini. Hasil dari penelitian ini menunjukkan bahwa Self-brand similarity dan Brand Social Benefit memiliki pengaruh positif terhadap Consumer-brand identification dan Brand community engagement memperkuat hubungan positif Consumer-brand identification dan Oppositional Loyalty. Selain itu, terdapat tiga konstruk yang tidak mendukung hipotesis yang ada yaitu Brand Prestige, Brand Uniqueness, dan Inter-consumer brand rivalry.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | self-brand similarity; brand prestige; brand uniqueness; brand social benefit; consumer-brand indentification; inter-consumer brand rivalry; brand community engagement; oppositional 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: | Jesslyn Valencia | ||||||||
| Date Deposited: | 27 Jun 2022 04:05 | ||||||||
| Last Modified: | 27 Jun 2022 04:05 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/48073 |
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