BRAND EXPERIENCE: DAMPAKNYA TERHADAP BRAND LOVE: Survei Kepada Komunitas Facebook MacBook Indonesia User

Rian Nurhidayah, - (2023) BRAND EXPERIENCE: DAMPAKNYA TERHADAP BRAND LOVE: Survei Kepada Komunitas Facebook MacBook Indonesia User. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Perkembangan dunia bisnis saat ini, menyebabkan perusahaan harus menghadapi persaingan yang ketat sehingga dituntut untuk melakukan strategi pemasaran yang efektif dalam memenuhi kebutuhan konsumen. Brand mempunyai peranan yang sangat penting bagi perusahaan. Brand juga mewakili segala sesuatu yang dimiliki perusahaan. Perusahaan harus mampu untuk membangun brand, memelihara, meningkatkan, dan melindungi brand agar konsumen cinta terhadap brand yang dibuat. Menurunnya market share, top brand index, net promoter score, brand share, dan pra-penelitian yang telah dilakukan terdapat adanya permasalahan kecintaan terhadap brand MacBook yang rendah. Melalui brand experience, kecintaan merek yang dimiliki MacBook dapat ditingkatkan kembali, sehingga diharapkan Macbook dapat memiliki kecintaan merek yang kuat. Penelitian ini bertujuan guna mengetahui gambaran mengenai brand experience pada komunitas Facebook MacBook Indonesia User, memperoleh gambaran mengenai brand love pada komunitas Facebook MacBook Indonesia User, serta menguji pengaruh brand experience terhadap brand love pada komunitas Facebook MacBook Indonesia User. Variabel pada penelitian ini terdiri dari satu variabel bebas yaitu brand experience (X) dan satu variabel terikat yaitu brand love (Y). Sampel dalam penelitian ini adalah komunitas Facebook MacBook Indonesia User. Dengan purposive sampling sebagai teknik pengambilan sampel, serta pengumpulan data dilakukan dengan menyebarkan kuesioner kepada Komunitas Facebook MacBook Indonesia User sebanyak 397 responden. Hasilnya menunjukkan bahwa brand experience berada di kategori sangat tinggi dan brand love berada di kategori tinggi. Ditemukan juga adanya pengaruh positif dan signifikan antara brand experience terhadap brand love. Diharapkan MacBook terus melakukan peningkatan inovasi yang mempunyai sifat ketergantungan yang kuat dalam kehidupan sehari-hari mereka serta mencegah konsumen untuk berpaling ke produk lain, sehingga dapat meningkatkan brand love konsumen. The development of the business world today, causing companies to face intense competition so that they are required to carry out effective marketing strategies in meeting consumer needs. Brand has a very important role for the company. Brand also represents everything that the company has. Companies must be able to build brands, maintain, improve, and protect brands so that consumers love the brands they make. The decline in market share, top brand index, net promoter score, brand share, and pre-research that has been done there is a problem of low love for the MacBook brand. Through brand experience, the brand love that MacBook has can be increased again, so it is hoped that Macbook can have a strong brand love. This study aims to determine the description of the brand experience in the MacBook Indonesia User Facebook community, obtain to determine the description of about brand love in the MacBook Indonesia User Facebook community, and test the relationship between brand experience and brand love in the MacBook Indonesia User Facebook community. The variables in this study consist of one independent variable, namely brand experience (X) and one dependent variable, namely brand love (Y). The sample in this study is the MacBook Indonesia User Facebook community. With purposive sampling as a sampling technique, and data collection was carried out by distributing questionnaires to the Facebook MacBook Indonesia User Community of 397 respondents. The results show that brand experience is in the very high category and brand love is in the high category. It was also found that there was a positive and significant influence between brand experience on brand love. It is expected that MacBook continues to increase innovations that have a strong dependency in their daily lives and prevent consumers from turning to other products, so as to increase consumer brand love.

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Mokh. Adib Sultan: 6002446
Uncontrolled Keywords: brand experience, brand love, macbook
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HT Communities. Classes. Races
Q Science > QA Mathematics > QA76 Computer software
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Rian nurhidayah
Date Deposited: 28 Aug 2023 04:24
Last Modified: 28 Aug 2023 04:24
URI: http://repository.upi.edu/id/eprint/97791

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