Sihombing, Odyta Agnes Margareth Uli (2022) Pengaruh brand love, peran self-esteem, dan social influences terhadap brand loyalty: studi pada pengguna produk fashion lokal di Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Pengaruh Brand love, Peran Self-Esteem, dan Social Influences terhadap Brand loyalty: Studi Pada Pengguna Produk Fashion Lokal di Indonesia, Penelitian ini bertujuan untuk meneliti apakah brand love memiliki pengaruh terhadap brand loyalty, dan apakah Self-Esteem serta Social Influences (susceptibility to normative influence) memiliki peran pada pengaruh brand love terhadap brand loyalty. Penelitian ini menggunakan analisis deskriptif dengan menggunakan metode pengumpulan data dengan Google Form yang dilakukan pada 150 responden yang memenuhi kriteria yang telah ditentukan. Olah data kemudian dilakukan menggunakan SmartPLS 3.3. Hasil penelitian ini menunjukkan bahwa brand love memiliki pengaruh yang signifikan terhadap brand loyalty. Kemudian brand love juga memiliki pengaruh terhadap Self-Esteem dan susceptibility to normative influence. Dan, Self-Esteem serta susceptibility to normative influence terbukti berpengaruh terhadap brand loyalty.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | Brand love; Brand loyalty; Self-Esteem; Susceptibility to normative influence; Social Influences. | ||||||||
| 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: | ODYTA AGNES MARGARETH ULI SIHOMBING | ||||||||
| Date Deposited: | 12 Jul 2022 02:20 | ||||||||
| Last Modified: | 12 Jul 2022 02:20 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/48539 |
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