Maria Situmorang, - (2019) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOVE (Survei terhadap Anggota Fan Page Facebook Zara di Indonesia). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
ABSTRAK Maria Situmorang (1500767), Pengaruh Brand Image dan Brand Trust terhadap Brand Love (Survei terhadap Anggota Fan Page Facebook Zara di Indonesia), dibawah bimbingan Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. dan Drs. Bambang Widjajanta, M.M. Saat ini industri fashion di Indonesia terus mengalami perkembangan yang begitu pesat. Terdapat banyak perusahaan yang bergerak pada industri fashion, salah satunya Zara. Persaingan yang ada mengharuskan perusahaan untuk berinovasi dan memperkuat strategi pemasaran untuk mempertahankan loyalitas pelanggan dalam membangun loyalitas perusahaan perlu menciptakan kecintaan merek sebagai strategi untuk membangun hubungan antara konsumen dan merek dalam jangka panjang yang memberikan keuntungan bagi perusahaan. Brand love dapat tercipta melalui brand image dan brand trust. Penelitian ini bertujuan untuk memperoleh (1) gambaran brand image (2) gambaran brand trust (3) gambaran brand love (4) besarnya pengaruh brand image terhadap brand love (5) besarnya pengaruh brand trust terhadap brand love (6) besarnya pengaruh brand image dan brand trust terhadap brand love. Jenis penelitian yang digunakan adalah deskriptif verifikatif. Metode yang digunakan simple random sampling dengan ukuran sampel sebanyak 200 responden. Teknik analisis yang digunakan adalah analisis Structure Equation Model (SEM) dengan menggunakan program AMOS 22 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran brand image berada pada kategori sangat baik, brand trust berada pada kategori cukup baik dan, brand love berada pada kategori sedang. Brand image memiliki pengaruh yang signifikan terhadap brand love, brand trust memiliki pengaruh yang signifikan terhadap brand love dan, brand image dan brand trust memiliki pengaruh yang signifikan secara simultan terhadap brand love. Kata kunci : Brand Image, Brand Trust, Brand Love ABSTRACT Maria Situmorang (1500767), The Effect Brand Image and Brand Trust on Brand Love (Survey on Member of Zara Facebook Fan Page in Indonesia), Under Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. dan Drs. Bambang Widjajanta, M.M. guidance. At present the fashion industry in Indonesia continues to experience rapid development. There are many companies engaged in the fashion industry, one of them is Zara. Existing competition requires companies to innovate and strengthen marketing strategies to maintain customer loyalty in building company loyalty needs to create brand love as a strategy to build relationships between consumers and brands in the long run that benefit the company. Brand love can be created through brand image and brand trust. This study aims to obtain (1) a description of brand image (2) a description of brand trust (3) a description of brand love (4) the magnitude of brand image influence on brand love (5) the magnitude of brand trust influence on brand love (6) the magnitude of brand image and brand trust influence on brand love. The type of research used is descriptive verification. The method used is simple random sampling with a sample size of 200 respondents. The analysis technique used is Structure Equation Model (SEM) using the AMOS 22 program for Windows. The findings in this research indices that of brand image is in a very good category, brand trust is in a fairly good category and brand love is in the medium category. Brand image has a significant influence on brand love, brand trust has a significant influence on brand love and, brand image and brand trust have a simultaneous significant influence on brand love. Keyword: Brand Image, Brand Trust, Brand Love
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Brand Image, Brand Trust, Brand Love. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Maria Situmorang |
| Date Deposited: | 06 Jul 2020 13:25 |
| Last Modified: | 06 Jul 2020 13:25 |
| URI: | http://repository.upi.edu/id/eprint/43203 |
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