Kesejahteraan konsumen: peran simbol merek budaya, merek autentik, dan keterlibatan budaya jangka panjang dalam merek Batik Keris = Consumer Well-Being: The Influence of Brand Cultural Symbolism, Brand Authenticity, and Enduring Cultural Involvement in Batik Keris

Atmadjaja, Michelle Selina Chandra (2020) Kesejahteraan konsumen: peran simbol merek budaya, merek autentik, dan keterlibatan budaya jangka panjang dalam merek Batik Keris = Consumer Well-Being: The Influence of Brand Cultural Symbolism, Brand Authenticity, and Enduring Cultural Involvement in Batik Keris. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Mencapai kesejahteraan merupakan impian setiap individu. Kesejahteraan dapat dicapai melalui proses konsumsi yaitu, kesejahteraan konsumen. Wirausaha merupakan sumber potensial untuk pertumbuhan kesejahteraan dan dapat membuat produk yang berhubungan dengan budaya yang disebut sebagai simbol merek budaya. Penelitian ini dilaksanakan untuk memahami fenomena peringkat Batik Keris menurun. Tujuan dari penelitian ini adalah untuk membangun adopsi dari teori dan model untuk mengeksplorasi keterkaitan antara simbol merek budaya, keterlibatan budaya jangka panjang, merek autentik, kesejahteraan eudaimonik konsumen, dan pengaruhnya terhadap kesejahteraan hedonis konsumen. Penelitian ini menggunakan metode kuantitatif dan teknik pengumpulan data dengan menyebar kuesioner elektronik dengan menggunakan metode sampling non probabilitas yaitu, sampling bertujuan. Sampel yang diambil untuk penelitian ini adalah 220 responden. Data tersebut diperoleh dan dianalisis menggunakan CB-Structural Equation Modeling dengan alat analisis AMOS 26.0 Dalam penelitian ini terdapat tujuh hipotesis dan semuanya adalah signifikan. Penelitian ini memberikan implikasi teoritis, manajerial implikasi, dan rekomendasi untuk penelitian lebih lanjut./ All individuals have the same desire, namely to achieve well-being in life. Well-being can be achieved from the process of consumtion named consumer well-being. Entrepreneurship is a potential source for growth, more over they can produce products related to culture known ad brand cultural symbolism. This research conducted to understand the phenomenon of the declining rank of Batik Keris. The purpose of this study is to build the adoption of theories and models to explore the relationship between brand cultural symbolism, enduring cultural involvement, brand authenticity, consumer eudaimonic well-being, and their effects on consumer hedonic well-being. This study uses quantitative methods and data collection techniques by distributing electronic questionnaires using non-probability sampling methods, namely, purposive sampling. The sample taken for this study were 220 respondents. The data were obtained and analyzed using CB-Structural Equation Modeling with AMOS 26.0 analysis tool. In this study there are seven hypotheses and all of them are significant. This study provides theoretical implications, managerial implications, and recommendations for further research.

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