Novianty Megapratiwi, - (2024) PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOVE MELALUI BRAND AUTHENTICITY PADA PRODUK SEPATU COMPASS: Survei Terhadap Komunitas Teman Compass di Facebook. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Industri fashion di Indonesia memiliki potensi yang besar terutama pada kategori sepatu. Sektor fashion masih terdapat masalah dalam keterlibatan pelanggan, di mana dalam melibatkan pelanggan saat melakukan branding dan memasarkan merek pakaian fashion mereka dalam membangun basis pelanggan yang loyal sekaligus menjadi kecintaan terhadap merek yang akan berpengaruh signifikan Terdapat banyak merek sepatu yang masuk ke Indonesia seperti ssepatu Compass. Komunitas yang dimiliki oleh sepatu Compass ini menjadi salah satu strategi yang tepat adalah dengan memdapatkan dan mempertahankan brand love. Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari brand experience, brand authenticity dan brand love pada komunitas teman Compass di Facebook. Penelitian ini menggunakna metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel penelitian ini berjumlah 200 responden yang merupakan komunitas teman Compass di Facebook. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil pada penelitian ini menemukan bahwa gambaran brand experience, brand authenticity dan brand love berada di kategori cukup baik. brand experience terhadap brand love melalui brand authenticiy berpengaruh secara positif dan signifikan secara simultan dan parsial. Sehingga penelitian ini berkesimpulan masing-masing variabel berada pada kategori cukup tinggi dan memiliki pengaruh yang signifikan pada masing-masing hubungan variabel. Implikasi ini menujukan bahwa penerapan brand experience dan brand authenticity yang di lakukan sepatu Compass akan mendorong brand lovey pada komunitas Teman Compass di Facebook. The fashion industry in Indonesia has great potential, especially in the shoe category. The fashion sector still has problems in customer engagement, where in involving customers when branding and marketing their fashion clothing brands in building a loyal customer base as well as becoming a love for the brand that will have a significant impact. There are many shoe brands that enter Indonesia such as Compass shoes. The community owned by Compass shoes is one of the right strategies is to get and maintain brand love. This study aims to obtain a picture and influence of brand experience, brand authenticity and brand love on the Compass friend community on Facebook. This study uses descriptive and verification methods with a quantitative approach. The sample of this study amounted to 200 respondents who are the Compass friend community on Facebook. Data is processed statistically using the Structural Equation Modeling (SEM) method. The results of this study found that the description of brand experience, brand authenticity and brand love are in a fairly good category. brand experience on brand love through brand authenticity has a positive and significant effect simultaneously and partially. So this study concludes that each variable is in a fairly high category and has a significant influence on each variable relationship. This implication shows that the implementation of brand experience and brand authenticity carried out by Compass shoes will encourage brand love in the Compass Friends community on Facebook.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Dr. Lili Adiwibowo, S.Sos., S.Pd., M.M.: 5984836 Dr. Dita Amanah, MBA: 5976422 |
| Uncontrolled Keywords: | Brand Experience, Brand Authenticity dan Brand Love. Brand Experience, Brand Authenticity and Brand Love. |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Novianty Megapratiwi |
| Date Deposited: | 30 Sep 2024 04:11 |
| Last Modified: | 30 Sep 2024 04:11 |
| URI: | http://repository.upi.edu/id/eprint/126570 |
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