Pengalaman Merek dan Peran Mediasi dari Kecintaan Merek, Merek Prestise dan Kepercayaan Merek pada Louis Vuitton

Herman, Varell (2021) Pengalaman Merek dan Peran Mediasi dari Kecintaan Merek, Merek Prestise dan Kepercayaan Merek pada Louis Vuitton. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Konsumen yang loyal terhadap suatu merek tergantung pada pengalaman individu terhadap suatu merek tersebut. Peningkatan atau penurunan suatu merek bisa didasarkan pada loyalitas orang terhadap merek tersebut. Penelitian ini dilaksanakan untuk memahami penurunan penjualan pada tas Louis Vuitton dibandingkan dengan merek lainnya. Tujuan dari peneliitan ini adalah untuk membangun adopsi dari teori dan model untuk mengeksplorasi keterkaitan antara pengaruh antara pengalaman merek terhadap cinta merek; menganalisis pengaruh antara pengalaman merek terhadap prestise merek; menganalisis pengaruh antara pengalaman merek terhadap kepercayaan merek; menganalisis pengaruh antara cinta merek terhadap loyalitas merek; menganalisis pengaruh antara prestise merek terhadap loyalitas merek dan menganalisis pengaruh antara pengalaman merek terhadap loyalitas merek.Pada penelitian ini, peneliti akan menggunakan penelitian jenis kuantitatif sebagai landasan penelitian. Pengertian dari probability sampling adalah teknik pengambilan sampel yang dimana memberi peluang yang adil bagi setiap unsur populasi dan dipilih menjadi anggota sampel. Anggota sampel yang dipilih untuk penelitian ini memiliki kriteria yaitu pernah membeli produk dari Louis Vuitton dalam 3 tahun terakhir dan akan membeli kembali produk dari Louis Vuitton jika Louis Vuitton mengeluarkan produk baru. Peneliti dapat menggunakan Partial Least Square (PLS) menganalisis data.Hasil dari peneltiian ini yaitu ada pengaruh antara pengalaman merek dan cinta merek. Ada pengaruh positif antara pengalaman merek dan merek prestise. Ada pengaruh positif antara pengalaman merek dan kepercayaan merek. Ada pengaruh positif antara cinta merek dan loyalitas merek. Ada pengaruh positif antara merek prestise dan loyalitas merek. Ada pengaruh positif antara kepercayaan merek dan loyalitas merek. Cinta merek memediasi hubungan antara pengalaman merek dan loyalitas merek. Merek prestise tidak memediasi hubungan antara pengalaman merek dan loyalitasmerek. Kepercayaan merek memediasi hubungan antara pengalaman merek dan loyalitas merek./ Today's business competition is increasingly competitive. The trigger is the occurrence of modernization and globalization which causes rapid technological progress. The purpose of this study is to analyze the effect of brand experience on brand love; analyze the effect of brand experience on brand prestige; analyze the effect of brand experience on brand trust; analyze the effect of brand love on brand loyalty; analyze the effect of brand prestige on brand loyalty and analyze the effect of brand experience on brand loyalty.In this study, researchers will use quantitative research as the basis for research. The definition of probability sampling is a sampling technique which provides a fair opportunity for each element of the population and is selected as a member of the sample. The sample members selected for this study had the criteria that they had purchased products from Louis Vuitton in the last 3 years and would repurchase products from Louis Vuitton if Louis Vuitton issued a new product. Researchers can use Partial Least Square (PLS) to analyze the data.The result of this research is that there is an influence between brand experience and brand love. There is a positive influence between brand experience and brand prestige. There is a positive influence between brand experience and brand trust. There is a positive influence between brand love and brand loyalty. There is a positive influence between brand prestige and brand loyalty. There is a positive influence between brand trust and brand loyalty. Brand love mediates the relationship between brand experience and brand loyalty. Brand prestige does not mediate the relationship between brand experience and brand loyalty. Brand trust mediates the relationship between brand experience and brand loyalty.

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