PENGARUH SELF CONGRUITY DAN BRAND PERSONALITY TERHADAP BRAND LOYALTY (SURVEI PADA FANPAGE KOMUNITAS APPLE INDONESIA)

Desy Veronica Rajagukguk, - (2023) PENGARUH SELF CONGRUITY DAN BRAND PERSONALITY TERHADAP BRAND LOYALTY (SURVEI PADA FANPAGE KOMUNITAS APPLE INDONESIA). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari self congruity dan brand personality terhadap brand loyalty survei pada fanpage komunitas apple indonesia. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 6.300 dengan sampel berjumlah 200 responden yang merupakan fanpage komunitas apple indonesia dengan mengunakan teknik simple random sampling. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa self congruity dan brand personality memiliki pengaruh positif dan signifikan terhadap brand loyalty, hal tersebut ditunjukan dengan besaran nilai critical ratio yang lebih besar dari nilai minimal artinya terdapat pengaruh positif dan signifikan antara variabel self congruity dan brand personality terhadap brand loyalty secara simultan. Pernyataan tersebut dapat diasumsikan semakin baik perusahaan memperhatikan self congruity dan brand personality akan semakin baik juga brand loyalty untuk perusahaan tersebut. Hasil kontribusi yang diberikan variabel self congruity paling tinggi dalam membentuk brand loyalty adalah actual self-congruity dan dimensi self congruity paling rendah dalam membentuk brand loyalty adalah ideal social self-congruity. Dimensi brand personality yang memiliki kontribusi paling tinggi dalam membentuk brand loyalty adalah sincerity serta yang paling rendah membentuk brand loyalty adalah excitement. This study aims to obtain an overview and influence of self congruity and brand personality on brand loyalty surveys on the fanpage of the Indonesian Apple community. This research uses descriptive and verifiative methods with a quantitative approach. The population in this study amounted to 6,300 with a sample of 200 respondents who were fanpages of the Indonesian Apple community using simple random sampling techniques. The data is processed statistically by the Structural Equation Modeling (SEM) method. The findings of this study found that self-congruity and brand personality have a positive and significant influence on brand loyalty, this is shown by the amount of critical ratio value that is greater than the minimum value, meaning that there is a positive and significant influence between the variables of self congruity and brand personality on brand loyalty simultaneously. It can be assumed that the better the company pays attention to self-congruity and brand personality, the better the brand loyalty for the company. The result of the contribution given by the highest self-congruity variable in forming brand loyalty is actual self-congruity and the lowest dimension of self congruity in forming brand loyalty is the ideal of social self-congruity. The dimension of brand personality that has the highest contribution in shaping brand loyalty is sincerity and the lowest in forming brand loyalty is excitement.

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Bambang Widjajanta : 5984870 Puspo Dewi Dirgantari : 5980376
Uncontrolled Keywords:	self congruity, brand personality, brand loyalty.
Subjects:	H Social Sciences > HB Economic Theory L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User:	Desy Veronica Rajagukguk
Date Deposited:	08 May 2023 08:23
Last Modified:	08 May 2023 08:23
URI:	http://repository.upi.edu/id/eprint/89817

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