Analisis pengaruh brand trust, brand respect, dan brand love, terhadap brand loyalty dengan di mediasi oleh brand equity pada aplikasi belanja online Tokopedia pada generasi z di Indonesia

Lim, Victor (2022) Analisis pengaruh brand trust, brand respect, dan brand love, terhadap brand loyalty dengan di mediasi oleh brand equity pada aplikasi belanja online Tokopedia pada generasi z di Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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

Download (28kB) | Preview
[img]
Preview
Text (Abstract)
Abstract.pdf.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (187kB) | Preview
[img]
Preview
Text (ToC)
ToC.pdf.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (894kB) | Preview
[img]
Preview
Text (Chapter1)
Chapter1.pdf.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

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

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

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

Download (3MB)
[img] Text (Chapter5)
Chapter5.pdf.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (550kB)
[img]
Preview
Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (605kB) | Preview
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (2MB)

Abstract

Meskipun Tokopedia adalah aplikasi belanja online dengan pengunjung terbanyak, itu bukan aplikasi pertama yang dipilih oleh responden ketika mereka ingin belanja online.Subyek penelitian ini adalah Generasi Z yang memakai aplikasi belanja online Tokopedia. Penggunaan aplikasi belanja online dapat dipengaruhi oleh proposisi nilai positif suatu merek. Oleh karena itu, diperlukan penelitian tentang brand trust, brand respect, dan brand love yang dimediasi oleh brand equityterhadap brand loyalty aplikasi belanja online Tokopedia pada Generasi Z. Metode pengambilan sampel yang digunakan adalah non-probability sampling dengan menyebarkan kuesioner elektronik kepada 180 responden yang memenuhi kriteria. Metode pengolahan datanya adalah Partial Least Square - Structural Equation Modeling (PLS-SEM) dengan software SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa brand trust, brand respect dan brand love berpengaruh terhadap brand equity. Brand equity, brand trust dan brand love mempengaruhi brand loyalty. Tokopedia dan aplikasi belanja online lainnya dapat mempertimbangkan implikasi manajemen dari penelitian ini, yang dapat meningkatkan kepercayaan terhadap merek, rasa hormat terhadap merek, kecintaan terhadap merek, ekuitas merek dan loyalitas konsumen terhadap merek, terutama pada generasi Z. / Even though Tokopedia is the online shopping application with the most visitors, it is not the first application chosen by respondents when they want to shop online. The subject of this research is Generation Z who uses the online shopping application Tokopedia. The use of online shopping applications can be influenced by the positive value proposition of a brand. Therefore, research is needed on brand trust, brand respect, and brand love mediated by brand equity on the brand loyalty of the online shopping application Tokopedia in Generation Z. The sampling method used is non-probability sampling by distributing electronic questionnaires to 180 respondents. qualify. The data processing method is Partial Least Square - Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The results of this study indicate that brand trust, brand respect and brand love have an effect on brand equity. Brand equity, brand trust and brand love affect brand loyalty. Tokopedia and other online shopping applications can consider real management from this research, which can increase brand trust, brand hatred, brand love, brand equity and consumer loyalty to the brand, especially in generation Z.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Lim, Victor01011190106victorlim909@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPatria, Danet AryaNIDN0325017206UNSPECIFIED
Uncontrolled Keywords: brand trust ; brand respect ; brand love ; brand equity ; brand loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor
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
Depositing User: Victor Lim
Date Deposited: 03 Jan 2023 01:43
Last Modified: 03 Jan 2023 01:43
URI: http://repository.uph.edu/id/eprint/52016

Actions (login required)

View Item View Item