PENGARUH BRAND EXPERIENCE DAN BRAND PERSONALITY TERHADAP ONLINE CUSTOMER EXPERIENTIAL VALUE (Survei pada Pelanggan Eiger di Indonesia)

Rita Monita Fitriana, - (2021) PENGARUH BRAND EXPERIENCE DAN BRAND PERSONALITY TERHADAP ONLINE CUSTOMER EXPERIENTIAL VALUE (Survei pada Pelanggan Eiger di Indonesia). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Experience dan Brand Personality terhadap Online Customer Experiential Value. Jenis penelitian yang digunakan adalah deskriptif verifikatif yaitu dengan penggambaran dan pemaparan variabel-variabel yang diteliti dan kemudian ditarik kesimpulan. Variabel terikat dalam penelitian ini adalah online customer experiential value (Y), serta brand experience (X1) dan brand personality (X2) sebagai variabel bebas. Populasi dalam penelitian ini adalah pengikut (followers) akun Instagram Eiger di Indonesia. Pengambilan sampel dalam penelitian ini menggunakan metode non-probability sampling dengan menggunakan teknik purposive sampling terhadap 200 akun pengikut. Teknik analisis yang digunakan adalah analisis Structural Equation Modeling (SEM) dengan alat bantu program IBM SPSS AMOS for Windows. Hasil temuan penelitian ini menunjukan bahwa gambaran brand experience dan brand personality terhadap online customer experiential value berada pada kategori baik. Brand experience dan brand personality memiliki pengaruh yang positif dan signifikan terhadap online customer experiential value. Berdasarkan hasil penelitian, penulis merekomendasikan beberapa hal mengenai Pengaruh brand experience dan brand personality terhadap online customer experiential value yaitu pada variabel online customer experiential value dimensi yang paling rendah yaitu playfulness, pada variabel brand experience dimensi yang paling rendah yaitu relational, dan pada variabel brand personality dimensi yang paling rendah yaitu sophistication. Sehingga penulis merekomendasikan agar merek Eiger, memperlakukan pelanggan secara baik, memberikan penyelesaikan masalah secara adil dan merujuk pada perlakuan pelanggan secara hormat, sehingga menjadikan pelanggan merasa memiliki terhadap perusahaan merek Eiger, memperbarui konten-konten yang menarik dan up to date, memposting artikel-artikel yang bermanfaat dengan sajian yang menarik, sehinggga pelanggan tertarik untuk membaca, menyukai, dan mengunduh konten dan artikel yang tersedia. This study aims to determine the effect of Brand Experience and Brand Personality on Online Customer Experiential Value. The type of research used is descriptive verification, namely by describing and explaining the variables studied and then drawing conclusions. The dependent variable in this study is online customer experiential value (Y), as well as brand experience (X1) and brand personality (X2) as independent variables. The population in this study are followers of the Eiger Instagram account in Indonesia. Sampling in this study used a non-probability sampling method using a purposive sampling technique on 200 follower accounts. The analysis technique used is Structural Equation Modeling (SEM) analysis with IBM SPSS AMOS for Windows program tools. The findings of this study indicate that the description of brand experience and brand personality on online customer experiential value is in the good category. Brand experience and brand personality have a positive and significant influence on online customer experiential value. Based on the results of the study, the authors recommend several things regarding the influence of brand experience and brand personality on online customer experiential value, namely the online customer experiential value variable, the lowest dimension is playfulness, the lowest dimension brand experience variable is relational, and the brand personality variable. the lowest dimension is sophistication. So the author recommends that the Eiger brand, treat customers well, provide fair problem solving and refer to customer treatment with respect, so as to make customers feel ownership of the Eiger brand company, update interesting and up to date content, post articles that is useful with an attractive presentation, so that customers are interested in reading, liking, and downloading the available content and articles.

Item Type: Thesis (S1)
Uncontrolled Keywords: Brand Experience, Brand Personality, Online Customer Experiential Value
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Rita Monita Fitriana
Date Deposited: 24 Sep 2021 06:44
Last Modified: 24 Sep 2021 06:44
URI: http://repository.upi.edu/id/eprint/67653

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