Yolanda, Celine Meina (2022) Analisis pengaruh value congruity, customer brand engagement, customer brand identification, dan affective brand commitment terhadap brand loyalty kedai kopi: Janji Jiwa pada generasi z di kawasan Jakarta. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Adanya penurunan yang terjadi terhadap kopi Janji Jiwa berdasarkan Top Brand Index, membuat Janji Jiwa harus mempunyai strategi yang tepat untuk dapat tumbuh dan bersaing lebih handal lagi untuk memenangkan persaingan dan mempertahankan keunggulan kompetitif untuk memenangkan loyalitas konsumen. Penelitian ini dilakukan di Jakarta dengan karakteristik konsumen generasi Z, konsumen Janji Jiwa yang sudah menjadi pelanggan Janji Jiwa lebih dari setahun dan telah melakukan transaksi pembelian di Janji Jiwa minimal 3 kali dalam sebulan. Pengumpulan data dilakukan dengan menyebarkan kuesioner secara online dengan total 120 responden dengan skala likert 1-5. Data diolah dengan metode analisis SmartPLS v. 3.3.3. Hasil penelitian ini menyatakan bahwa value congruity berpengaruh positif terhadap customer brand identification diterima, value congruity berpengaruh positif terhadap customer brand engagement diterima, value congruity berpengaruh positif affective brand commitment diterima, customer brand identification berpengaruh positif customer brand engagement diterima, customer brand identification berpengaruh positif brand loyalty ditolak, customer brand identification berpengaruh positif affective brand commitment diterima, affective brand commitment berpengaruh positif brand loyalty diterima, customer brand engagement berpengaruh positif brand loyalty diterima.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | value congruity, customer brand identification, affective brand commitment, customer brand bngagement, 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: | CELINE MEINA YOLANDA | ||||||||
Date Deposited: | 13 Jul 2022 07:56 | ||||||||
Last Modified: | 13 Jul 2022 07:56 | ||||||||
URI: | http://repository.uph.edu/id/eprint/48588 |
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