Pengaruh brand passion terhadap attitudinal brand loyalty, brand advocacy, social media following, sense of community, willingness to pay premium, dan alternatives devaluation terhadap merek lokal Somethinc dengan attitudinal brand loyalty sebagai variabel mediasi.

Lesmana, Intan Meivita (2022) Pengaruh brand passion terhadap attitudinal brand loyalty, brand advocacy, social media following, sense of community, willingness to pay premium, dan alternatives devaluation terhadap merek lokal Somethinc dengan attitudinal brand loyalty sebagai variabel mediasi. Bachelor thesis, Universitas Pelita Harapan.

[img]
Preview
Text (Title)
Title.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (65kB) | Preview
[img]
Preview
Text (Abstract)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (98kB) | Preview
[img]
Preview
Text (ToC)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB) | Preview
[img]
Preview
Text (Chapter 1)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB) | Preview
[img] Text (Chapter 2)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB)
[img] Text (Chapter 3)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (3MB)
[img] Text (Chapter 4)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (7MB)
[img] Text (Chapter 5)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (644kB)
[img]
Preview
Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB) | Preview
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (5MB)

Abstract

Beberapa tahun belakang ini kemudahan dalam memperoleh informasi melalui media sosial semakin meningkat yang mendorong munculnya bisnis kosmetik lokal. Namun penjualan produk Somethinc masih kalah dengan produk merek lokal lainnya. Untuk meningkatkan penjualan produk Somethinc maka diperlukan penelitian ini untuk mengetahui pengaruh brand passion terhadap attitudinal brand loyalty, brand advocacy, social media following, sense of community, willingness to pay premium, dan alternative devaluation terhadap merek lokal Somethinc dengan attitudinal brand loyalty sebagai variabel mediasi. Jenis penelitian adalah penelitian kuantitatif dengan menyebarkan kuesioner melalui Google Forms. Penelitian ini dilakukan terhadap 300 responden di Jakarta dan Tangerang yang merupakan pengikut media sosial dan pengguna merek Somethinc. Penelitian ini di analisa menggunakan SmartPLS 3.3.7. Hasil penelitian ini menunjukan bahwa brand passion berpengaruh positif terhadap attitudinal brand loyalty, brand advocacy, social media following, willingness to pay premium, dan alternatives devaluation terhadap merek lokal Somethinc dan attitudinal brand loyalty baik langsung maupun tidak langsung mempengaruhi brand advocacy, social media following, willingness to pay premium, dan alternative devaluation. Penelitian ini diharapkan dapat memperluas kontribusi dari penelitian sebelumnya terhadap literatur yang ada.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Lesmana, Intan Meivita01011190250lesmanaintanmeivita@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHutabarat, Zoel0304128001UNSPECIFIED
Uncontrolled Keywords: brand passion; attitudinal brand loyalty; brand advocacy; social media following; sense of community; willingness to pay premium; alternative devaluation
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Intan M. Lesmana
Date Deposited: 30 Jun 2022 01:29
Last Modified: 30 Jun 2022 01:29
URI: http://repository.uph.edu/id/eprint/48204

Actions (login required)

View Item View Item