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.
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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) | ||||||||
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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 |
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Depositing User: | Intan M. Lesmana | ||||||||
Date Deposited: | 30 Jun 2022 01:29 | ||||||||
Last Modified: | 02 Mar 2023 08:38 | ||||||||
URI: | http://repository.uph.edu/id/eprint/48204 |
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