Mutiara Mulkillah, - (2024) PENGARUH EMOTIONAL BRANDING DAN BRAND PERSONALITY TERHADAP BRAND LOYALTY: Studi pada Pelanggan YOU Beauty yang tergabung dalam Komunitas BeYOUty Gang Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari Emotional Branding dan Brand Personality terhadap Brand Loyalty pada pelanggan YOU Beauty. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan pada penelitian ini adalah simple random sampling dengan ukuran sampel sebanyak 200 responden yang merupakan pelanggan YOU Beauty yang tergabung dalam komunitas beYOUty Gang Indonesia. Data diolah secara statistik menggunakan metode Structural Equation Modelling (SEM). Hasil temuan pada penelitian ini menemukan bahwa gambaran emotional branding, brand personality dan brand loyalty berada di kategori cukup baik. Emotional branding dan brand personality memiliki pengaruh signifikan terhadap brand loyalty. Temuan ini menujukan bahwa penerapan emotional branding dan brand personality yang di lakukan YOU Beauty akan mendorong brand loyalty pada pelanggan YOU Beauty. Berdasarkan hasil penelitian, peneliti merekomendasikan agar YOU Beauty dapat mempertahankan dan meningkatkan brand loyalty melalui inovasi pada formula dan kemasan produk, serta meningkatkan keunikan pengalaman sensorial dan emosional bagi pelanggan. Kata Kunci : Emotional branding, brand personality, brand loyalty This research aims to obtain an overview and the influence of Emotional Branding and Brand Personality on Brand Loyalty in YOU Beauty customers. This research uses descriptive and verification research with a quantitative approach. The method used in this research is simple random sampling with a sample size of 200 respondents who are YOU Beauty customers who are members of the beYOUty Gang Indonesia community. The data is processed statistically using the Structural Equation Modeling (SEM) method. The findings of this study found that the description of emotional branding, brand personality and brand loyalty is in the quite good category. Emotional branding and brand personality have a significant influence on brand loyalty. These findings indicate that the implementation of emotional branding and brand personality carried out by YOU Beauty will encourage brand loyalty in YOU Beauty customers. Based on the research results, the researcher recommends that YOU Beauty can maintain and improve brand loyalty through innovation in product formulas and packaging, as well as increase the uniqueness of sensorial and emotional experiences for customers. Keywords: Emotional branding, brand personality, brand loyalty
| Item Type: | Thesis (S1) |
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| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. (5984836) Dr. Lisnawati, S.Pd., M.M. (5986471) |
| Uncontrolled Keywords: | Emotional Branding, Brand Personality, and Brand Loyalty |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Mutiara Mulkillah |
| Date Deposited: | 17 Sep 2024 03:45 |
| Last Modified: | 17 Sep 2024 03:45 |
| URI: | http://repository.upi.edu/id/eprint/125170 |
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