PENGARUH REPUTASI MEREK DAN KETERIKATAN MEREK TERHADAP ADVOKASI MEREK: Survei Terhadap Pengulas Kosmetik Purbasari di Forum Female Daily

Cut Azara Resha, - (2024) PENGARUH REPUTASI MEREK DAN KETERIKATAN MEREK TERHADAP ADVOKASI MEREK: Survei Terhadap Pengulas Kosmetik Purbasari di Forum Female Daily. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan besaran pengaruh Reputasi Merek dan Keterikatan Merek terhadap Advokasi Merek. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 17.418 dengan sampel 100 responden yang merupakan Pengulas kosmetik Purbasari di Forum Female Daily. Data diolah secara statistik dengan menggunakan metode analisis jalur (path analysis) dengan bantuan software SPSS 24.0 for Windows. Hasil penelitian diketahui bahwa pengaruh Reputasi Merek, Keterikatan Merek, dan barand advocacy berada pada kategori cukup baik, variabel Reputasi Merek dan Keterikatan Merek dinyatakan memiliki pengaruh terhadap Advokasi Merek, serta Reputasi Merek dan Keterikatan Merek memiliki pengaruh positif dan signifikan secara simultan terhadap Advokasi Merek. Temuan ini menunjukan bahwa penerapan Reputasi Merek dan Keterikatan Merek dapat meningkatkan Advokasi Merek pada pelanggan Purbasari kosmetik. Rekomendasi yang dapat dilakukan perusahaan yaitu Terus pertahankan dan tingkatkan kualitas produk agar selalu memenuhi atau melebihi ekspektasi konsumen. Konsumen yang puas dengan kualitas produk cenderung memiliki persepsi positif terhadap reputasi merek.

This research aims to obtain an overview and magnitude of the influence of Brand Reputation and Brand Attachment on Brand Advocacy. The type of research used is descriptive and verification with a quantitative approach. The population in this study amounted to 17,418 with a sample of 100 respondents who were Purbasari cosmetic Pengulas on the Female Daily Forum. The data were processed statistically using the path analysis method with the help of SPSS 24.0 for Windows software. The results showed that the influence of brand reputation, brand attachment, and barand advocacy was in the good enough category, the brand reputation and brand attachment variables were stated to have an influence on brand advocacy, and Brand Reputation and brand attachment had a positive and significant influence simultaneously on brand advocacy. These findings indicate
that the application of Reputasi Merek and brand attachment can increase brand advocacy in Purbasari cosmetics customers. Recommendations that companies can make are to continue to maintain and improve product quality to always meet or exceed consumer expectations. Consumers who are satisfied with product quality tend to have a positive perception of the brand.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Cut+Azara+Resha# ID SINTA Dosen Pembimbing Rd Dian Herdiana Utama: 5993184 Dita Amanah: 5976422
Uncontrolled Keywords:	PENGARUH REPUTASI MEREK DAN KETERIKATAN MEREK TERHADAP ADVOKASI MEREK (Survei Terhadap Pengulas Kosmetik Purbasari Di Forum Female Daily) INFLUENCE OF BRAND REPUTATION AND ENGAGEMENT BRANDS ON BRAND ADVOCACY (Survey of Purbasari Cosmetics Reviewers on the Female Daily Forum)
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Cut Azara Resha
Date Deposited:	12 Sep 2024 02:27
Last Modified:	12 Sep 2024 02:27
URI:	http://repository.upi.edu/id/eprint/124095

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