PENGARUH BRAND UNIQUENESS TERHADAP BRAND ADVOCACY MELALUI SELF BRAND CONNECTION: Survei terhadap Anggota Fan Page Kate Spade Addict Indonesia di Facebook

Devita Haerany Susilo, - (2024) PENGARUH BRAND UNIQUENESS TERHADAP BRAND ADVOCACY MELALUI SELF BRAND CONNECTION: Survei terhadap Anggota Fan Page Kate Spade Addict Indonesia di Facebook. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari Brand Uniqueness terhadap Brand Advocacy melalui Self Brand Connection. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 17.500 dengan sampel berjumlah 200 responden yang merupakan anggota Fan Page Kate Spade Addict Indonesia di Facebook dengan menggunakan teknik simple random sampling. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa gambaran Brand Uniqueness, Self Brand Connection dan Brand Advocacy berada di kategori cukup baik. Brand Uniqueness memiliki pengaruh positif dan signifikan terhadap Self Brand Connection. Self Brand Connection memiliki pengaruh positif dan signifikan terhadap Brand Advocacy. Brand Uniqueness memiliki pengaruh positif dan signifikan terhadap Brand Advocacy. Brand Uniqueness memiliki pengaruh positif dan signifikan terhadap Brand Advocacy melalui Self Brand Connection. Temuan ini menunjukkan bahwa penerapan Brand Uniqueness dan Self Brand Connection yang dilakukan Kate Spade akan mendorong Brand Advocacy pada anggota Fan Page Kate Spade Addict Indonesia di Facebook. Berdasarkan hasil penelitian, peneliti merekomendasikan agar Kate Spade meningkatkan ketersediaan informasi produk yang jelas, akurat, dan terbaru, baik di media sosial maupun di website, untuk memaksimalkan efek dari Brand Uniqueness. Selain itu, perusahaan harus fokus pada peningkatan dimensi Actual Self Concept dan Ideal Self Concept untuk memperdalam Self Brand Connection, yang pada akhirnya akan memperkuat Brand Advocacy. Program loyalitas dan kegiatan interaktif yang sesuai dengan konsep diri pelanggan dapat meningkatkan kecenderungan pelanggan untuk merekomendasikan produk kepada orang lain, dan menciptakan efek Brand Advocacy yang lebih besar. This study aims to obtain a description and influence of Brand Uniqueness on Brand Advocacy through Self Brand Connection. This study uses descriptive and verification methods with a quantitative approach. The population in this study amounted to 17.500 with a sample of 200 respondents who are members of the Kate Spade Addict Indonesia Fan Page on Facebook using the simple random sampling technique. Data were processed statistically using the Structural Equation Modeling (SEM) method. The findings of this study found that the description of Brand Uniqueness, Self Brand Connection and Brand Advocacy were in the fairly good category. Brand Uniqueness has a positive and significant influence on Self Brand Connection. Self Brand Connection has a positive and significant influence on Brand Advocacy. Brand Uniqueness has a positive and significant influence on Brand Advocacy. Brand Uniqueness has a positive and significant influence on Brand Advocacy through Self Brand Connection. These findings indicate that the implementation of Brand Uniqueness and Self Brand Connection carried out by Kate Spade will encourage Brand Advocacy among members of the Kate Spade Addict Indonesia Fan Page on Facebook. Based on the research findings, the researcher recommends that Kate Spade enhance the availability of clear, accurate, and up-to-date product information on both social media and the website to maximize the effects of Brand Uniqueness. Additionally, the company should focus on improving the dimensions of Actual Self Concept and Ideal Self Concept to deepen the Self-Brand Connection, which will ultimately strengthen Brand Advocacy. Loyalty programs and interactive activities that align with customers' self-concepts can increase their tendency to recommend the products to others, thereby creating a greater effect of Brand Advocacy.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en&authuser=2 ID SINTA Dosen Pembimbing: Lili Adi Wibowo: 5984836 Lisnawati: 5986471
Uncontrolled Keywords: Brand Uniqueness, Brand Advocacy, Self Brand Connection Brand Uniqueness, Brand Advocacy, and Self Brand Connection
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Devita Haerany Susilo
Date Deposited: 19 Sep 2024 06:34
Last Modified: 19 Sep 2024 06:34
URI: http://repository.upi.edu/id/eprint/124245

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