PENGARUH BRAND TRUST DAN BRAND ATTACHMENT TERHADAP BRAND LOYALTY : Survei pada Pelanggan Sociolla yang tergabung dalam komunitas SOCO di Indonesia

Alzamira Zandam Nabila, - (2023) PENGARUH BRAND TRUST DAN BRAND ATTACHMENT TERHADAP BRAND LOYALTY : Survei pada Pelanggan Sociolla yang tergabung dalam komunitas SOCO di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

	Text S_MBS_1805728_Title.pdf Download (1MB)
	Text S_MBS_1805728_Chapter1.pdf Download (516kB)
	Text S_MBS_1805728_Chapter2.pdf Restricted to Staf Perpustakaan Download (953kB)
	Text S_MBS_1805728_Chapter3.pdf Download (1MB)
	Text S_MBS_1805728_Chapter4.pdf Restricted to Staf Perpustakaan Download (2MB)
	Text S_MBS_1805728_Chapter5.pdf Download (315kB)
	Text S_MBS_1805728_Appendix.pdf Restricted to Staf Perpustakaan Download (3MB)
	Text S_MBS_1805728_Appendix.pdf Restricted to Staf Perpustakaan Download (3MB)

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari brand trust, brand attachment terhadap brand loyalty pada pelanggan Sociolla yang tergabung dalam komunitas SOCO di Indonesia. Penelitian ini menggunakna metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 1.000.000 dengan sampel berjumlah 200 responden yang merupakan pelanggan Sociolla yang tergabung dalam komunitas SOCO dengan mengunakan teknik simple random sampling. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa gambaran brand trust, brand attachment dan brand loyalty berada di kategori cukup baik. Brand trust dan brand attachment memiliki pengaruh positif dan signifikan terhadap brand loyalty. Temuan ini menujukan bahwa penerapan brand trust dan brand attachment yang di lakukan Sociolla akan mendorong brand loyalty pada pelanggan Sociolla di indonesia dalam komunitas SOCO. Berdasarkan hasil penelitian peneliti merekomendasikan Sociolla agar mampu menangani setiap keluhan yang disampaikan konsumen dan mampu mengutamakan kepentingan pelanggan serta merancang beberapa aktivitas kesadaran merek untuk membangun hubungan yang lebih dekat dengan pelanggan sehingga pelanggan melakukan brand loyalty. This study aims to obtain an overview and influence of brand trust, brand attachment to brand loyalty among Sociolla customers who are members of the SOCO community in Indonesia. This research uses descriptive and verification methods with a quantitative approach. The population in this study amounted to 1,000,000 with a sample of 200 respondents who are Sociolla customers who are members of the SOCO community using a simple random sampling. The data were processed statistically using the Structural Equation Modeling (SEM) method. The findings in this study found that the descriptions of brand trust, brand attachment and brand loyalty were in a fairly good category. Brand trust and brand attachment have a positive and significant impact on brand loyalty. These findings indicate that the application of brand trust and brand attachment by Sociolla will encourage brand loyalty for Sociolla customers in Indonesia within the SOCO community. Based on the research results, researchers recommend Sociolla to be able to handle every complaint submitted by consumers and be able to prioritize customer interests and design several brand awareness activities to build closer relationships with customers so that customers do brand loyalty

Item Type:	Thesis (S1)
Additional Information:	Link Google Scholar : https://scholar.google.com/citations?view_op=new_profile&hl=id&authuser=3 ID SINTA Dosen Pembimbing BAMBANG WIDJAJANTA : 5984870 PUSPO DEWI DIRGANTARI : 5980376
Uncontrolled Keywords:	Brand trust, Brand attachment, Brand Loyalty
Subjects:	H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User:	Alzamira Zandam Nabila
Date Deposited:	03 Mar 2023 02:09
Last Modified:	03 Mar 2023 02:09
URI:	http://repository.upi.edu/id/eprint/88955

Actions (login required)

View Item