Soetjipto, Eduardo Drake Eagen (2023) Dampak brand love pada brand loyalty: peran moderasi self esteem, dan susceptibility normative. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Brand Love terhadap Self Esteem, untuk mengetahui pengaruh Self Esteem terhadap Brand Loyalty, untuk mengetahui pengaruh Brand Love terhadap Susceptibility Normative Influence, untuk mengetahui pengaruh Susceptibility Normative Influence terhadap Brand Loyalty, untuk mengetahui apakah Self Esteem dapat memediasi pengaruh antara Brand Love terhadap Brand Loyalty dan untuk mengetahui apakah Susceptibility Normative Influence dapat memediasi pengaruh antara Brand Love terhadap Brand Loyalty. Penelitian ini menggunakan pendekatan kuantitatif dengan kuisioner yang digunakan sebagai metode pengumpulan data. Kuisioner dibagikan kepada individu yang menggunakan produk Erigo. Metode analisis data pada penelitian ini menggunakan aplikasi Statistical Package for Social Sciences. Hasil penelitian menunjukkan bahwa brand love berpengaruh positif terhadap self esteem, self esteem berpengaruh positif terhadap brand loyalty, brand love berpengaruh positif terhadap susceptibility to normative influence, susceptibility to normative influence berpengaruh positif terhadap brand loyalty, self esteem memediasi pengaruh antara brand love terhadap brand loyalty, dan susceptibility to normative influence memediasi pengaruh antara brand love terhadap brand loyalty.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | brand love; self esteem; brand loyalty; susceptibility to normative influence. | ||||||||
| 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: | Eduardo Drake Eagen Soetjipto | ||||||||
| Date Deposited: | 22 May 2024 07:52 | ||||||||
| Last Modified: | 22 May 2024 07:52 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/61538 |
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