PENGARUH SPONSORSHIP DAN BRAND IMAGE TERHADAP BRAND LOYALTY : Studi pada Followers Instagram Smartphone Samsung di Indonesia

Riski Rifaldo, - (2023) PENGARUH SPONSORSHIP DAN BRAND IMAGE TERHADAP BRAND LOYALTY : Studi pada Followers Instagram Smartphone Samsung di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Riski Rifaldo (1800499) “Pengaruh Sponsorship dan Brand Image terhadap Brand Loyalty (Studi pada Followers Instagram Smartphone Samsung di Indonesia)” di bawah bimbingan Prof. Dr. Agus Rahayu, MP.dan Dr. Puspo Dewi Dirgantari, S.Pd., M.T., M.M Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari sponsorship dan brand image terhadap brand loyalty. Penelitian ini menggunakna metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 1.900.000 dengan sampel berjumlah 200 responden yang merupakan Followers Instagram Smartphone Samsung Indonesia dengan mengunakan teknik simple random sampling. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa gambaran sponsorship, brand image dan brand loyalty berada di kategori cukup baik. Sponsorship dan brand image dmemiliki pengaruh positif dan signifikan terhadap brand loyalty. Temuan ini menujukan bahwa penerapan sponsorship dan image yang di lakukan smarthphone Samsung akan mendorong brand loyalty. Kata Kunci : sponsorship, brand image, brand loyalty Riski Rifaldo (1800499) "The Influence of Sponsorship and Brand Image on Brand Loyalty (Study on Samsung Smartphone Instagram Followers in Indonesia)" under the guidance of Prof. Dr. Agus Rahayu, MP. and Dr. Puspo Dewi Dirgantari, S.Pd., M.T. , M.M This study aims to obtain an overview and influence of sponsorship and brand image on brand loyalty. This research uses descriptive and verification methods with a quantitative approach. The population in this study amounted to 1,900,000 with a sample of 200 respondents who were Followers Instagram Smartphone Samsung Indonesia using a simple random sampling technique. The data were processed statistically using the Structural Equation Modeling (SEM) method. The findings in this study found that the description of sponsorship, brand image and brand loyalty is in a fairly good category. Sponsorship and brand image have a positive and significant influence on brand loyalty. These findings indicate that the implementation of sponsorship and image by Samsung smartphones will encourage brand loyalty. Keywords: sponsorship, brand image, brand loyalty

Item Type:	Thesis (S1)
Additional Information:	Link Google Scholar: https://scholar.google.com/citations?view_op=new_articles&hl=id&imq=Riski+Rifaldo&authuser=3# ID SINTA Dosen Pembimbing Agus Rahayu : 5985049 Puspo Dewi Dirgantari : 5980376
Uncontrolled Keywords:	sponsorship, brand image, brand loyalty
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Riski Rifaldo
Date Deposited:	27 Sep 2023 07:44
Last Modified:	27 Sep 2023 07:44
URI:	http://repository.upi.edu/id/eprint/105688

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