Peran emotional brand attachment sebagai mediasi terhadap loyalitas merek Herborist skin body serum = The role of emotional brand attachment as mediation on brand loyalty of Herborist skin body serum

Sirait, Lyonando Potter (2023) Peran emotional brand attachment sebagai mediasi terhadap loyalitas merek Herborist skin body serum = The role of emotional brand attachment as mediation on brand loyalty of Herborist skin body serum. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini adalah untuk menguji dan menganalisa pengaruh positif pengalaman merek terhadap loyalitas merek Herborist Juice for Skin Body Serum serta untuk menguji dan menganalisa kecintaan terhadap merek, hubungan merk dengan diri dan kelekatan merek memediasi pengaruh positif pengalaman merek terhadap loyalitas merek Herborist Juice for Skin Body Serum. Populasi penelitian ini adalah seluruh konsumen produk kecantikan Herborist Juice for Skin Body Serum yang sudah melakukan pembelian dalam 2 bulan terakhir, berusia lebih dari 17 tahun dan menggunakan Herborist Juice for Skin Body Serum secara rutin dengan penyebaran kuesioner pada 296 responden. Penelitian ini menggunakan teknik sampling purposive sampling. Analisis data dalam penelitian ini menggunakan SEM-PLS. Hasil penelitian ini menunjukkan pengalaman merek berpengaruh positif terhadap loyalitas merek Herborist Juice for Skin Body Serum serta kecintaan terhadap merek, hubungan merk dengan diri dan kelekatan merek memediasi pengaruh positif pengalaman merek terhadap loyalitas merek Herborist Juice for Skin Body Serum. / The purpose of this research is to test and analyze the positive influence of brand experience on brand loyalty of Herborist Juice for Skin Body Serum as well as to test and analyze love of the brand, brand relationship with self and brand attachment mediating the positive influence of brand experience on brand loyalty of Herborist Juice for Skin Body Serum. The population of this study were all consumers of the Herborist Juice for Skin Body Serum beauty product who had purchased them in the last 2 months, were over 17 years old and used Herborist Juice for Skin Body Serum regularly by distributing questionnaires to 296 respondents. This research uses a purposive sampling technique. Data analysis in this research used SEM-PLS. The results of this research show that brand experience has a positive influence on brand loyalty of Herborist Juice for Skin Body Serum and that love of the brand, brand relationship with self and brand attachment mediate the positive influence of brand experience on brand loyalty of Herborist Juice for Skin Body Serum.

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