Hasil Pencarian

Ditemukan 174481 dokumen yang sesuai dengan query

Rufiatika

Pengaruh Brand Hearsay dan Brand Evidence terhadap satisfaction dan brand attitude dalam membentuk brand loyalty : studi kasus service Brand "Air Asia" = The influence of brand hearsay and brand evidence to satisfaction and brand attitude in establishing brand loyalty : a case study brand service "Air Asia"

"Penelitian ini bertujuan untuk mengidentifikasi peranan brand hearsay dan brand evidence terhadap satisfaction dan brand attitude dalam membentuk brand loyalty. Studi kasus yang dijadikan objek dalam penelitian ini adalah pengguna jasa penerbangan maskapai AirAsia. Hipotesis pada model penelitian diuji menggunakan metode Partial Least Square (PLS) dengan software SmartPLS. Hasil analisa dari penelitian ini menyatakan bahwa brand hearsay memiliki pengaruh yang signifikan terhadap pembentukan brand loyalty. Demikian pula dengan variabel lainnya seperti brand evidence, satisfaction dan brand attitude memiliki pengaruh terhadap pembentukan brand loyalty.

This research aims to identify brand hearsay and brand evidence influence to satisfaction and brand attitude in shaping the brand loyalty. Case study explained in this research takes AirAsia airline users as subjects. Hypotheses used are tested using Partial Least Square method with SmartPLS program. This research finds that brand hearsay has significant effect on brand loyalty. Other variables explained before like brand evidence, satisfaction and attitude also has some correlation on brand loyalty. "

Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014

S56111

UI - Skripsi Membership Universitas Indonesia Library

Nasution, Bhatara Bharan

Pengaruh brand identity terhadap brand loyalty: studi kasus produk pembersih wajah pria = Brand identity effect on brand loyalty : a case study of men's facial products

"Penelitian ini bertujuan untuk menganalisis loyalitas konsumen dengan mengintegrasikan pengaruh identitas merek baik secara langsung ataupun secara tidak langsung dengan framework tradisional loyalitas merek dengan variabel yang menjadi mediasi yaitu perceived value, kepercayaan konsumen dan brand trust pada industri perawatan wajah pria. Penelitian ini menemukan bahwa identitas merek memberikan peran penting terhadap loyalitas merek dengan memberikan pengaruh positif. Penelitian ini juga mengkonfirmasi keberadaan pengaruh identitas merek secara langsung dan tidak langsung yang signifikan terhadap loyalitas merek. Penelitian ini menggunakan model yang telah dikembangkan oleh He, Li & Harris (2011).

This paper aims to analyze the consumer's brand loyalty by integrating the brand identity effect both direct and indirect into the brand loyalty traditional framework along with the effects that mediates it such as perceived value, consumer satisfaction and brand trust in male grooming industry. The study found that brand identity provides a significant role towards brand loyalty by providing a positive influence. The study also confirmed the existence of the brand identity significant direct and indirect influences against brand loyalty. The paper use a model that had been developed by He, Li & Harris (2011)."

Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2013

S44171

UI - Skripsi Membership Universitas Indonesia Library

Eigent Maulana

Analisis pengaruh brand experience brand satisfaction dan brand trust terhadap brand loyalty studi kasus blitzmegaplex grand Indonesia = Analysis influence of brand experience brand satisfaction and brand trust toward brand loyalty case study blitzmegaplex grand Indonesia

"Penelitian ini mengkajipengaruhbrand experience terhadap brand satisfaction, brand trust dan brand loyaltydi Blitzmegaplex Grand Indonesia. Enam hipotesis dikemukakan dan secara empiris untuk mengujinya satu set data sampel yang terdiri dari 150 responden dikumpulkan di Blitzmegaplex Grand Indonesia.

Hasil penelitian menunjukkan brand experience berpengaruh positif terhadap brand satisfaction dan brand loyalty secara signifikan. Berdasarkan temuan penelitian, implikasi managerial dibuat dan keterbatasan serta saran untuk penelitian selanjutnya. Penelitian ini memberikan kontribusi pengetahuan baru untuk literatur brand management yang sudah ada di Indonesia.

This study examines the influence of consumer brand experience on brand satisfaction, brand trust and brand loyalty in Blitzmegaplex Grand Indonesia. Six hyphotheses are posited and in order empirically test them, a sample data set of 150 was collected from Blitzmegaplex Grand Indonesia.
The result indicate that brand experience positively influence brand satisfaction and brand loyalty in a significant way. Drawing from the study's findings, managerial implications are discussed and limitations and future research are suggested. By and large, this study immensely contributes new knowledge to the existing body of brand management literatur in Indonesia."

Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014

S60631

UI - Skripsi Membership Universitas Indonesia Library

Aisyah

Analisis pengaruh halal brand personality dan brand experience terhadap brand prestige, brand trust, customer satisfaction, dan brand loyalty pada merek halal. Studi kasus: Produk perawatan pria kahf = Analysis of halal brand personality and brand experience on brand prestige, brand trust, customer satisfaction, and brand loyalty on halal brand. Study case: Men personal care brand kahf.

"Pasar produk perawatan tubuh pria sudah semakin meningkat pesat dan produk-produknya dihadirkan dalam berbagai bentuk yang berbeda, namun masih kurang inovatif karena masih banyak permintaan atau kebutuhan pria yang tidak terjawab dengan produk yang ada di pasar sekarang, terutama permintaan akan produk perawatan tubuh pria halal. Merek Kahf hadir sebagai produk perawatan pria halal yang dapat memberikan pengalaman yang positif bagi konsumennya. Penelitian ini bertujuan untuk menganalisis pengaruh halal brand personality dan brand experience terhadap brand prestige, brand trust, customer satisfaction dan brand loyalty pada brand halal. Metode pengambilan sampel yang digunakan adalah non-probability judgemental sampling. Survei dilakukan pada masyarakat Indonesia yang pernah membeli dan menggunakan produk perawatan Kahf. Pengolahan data dilakukan dengan menggunakan teknik analisis Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang positif dari halal brand personality dan brand experience terhadap brand prestige Kahf, yang lanjutnya berpengaruh positif pada brand trust dan customer satisfaction serta attitudinal loyalty.

The market for men's body care products has increased rapidly and the products are presented in many different forms. However, this market is still not innovative enough as there are still many unanswered demands with existing products in the market today, especially the demand for halal male personal care products. Kahf brand is here as a halal male care product to provide a positive experience for its consumers. This study aims to analyze the effect of halal brand personality and brand experience on brand prestige, brand trust, customer satisfaction and brand loyalty to halal brand. The sampling method used was non-probability judgmental sampling. The survey was conducted on Indonesians who have bought and used personal care Kahf. Data processing was performed using the Structural Equation Model (SEM) analysis technique. The results of this study indicate that there is a positive effect of halal brand personality and brand experience on Kahf's brand brand prestige, which in turn has a positive effect on brand trust and customer satisfaction and attitudinal loyalty."

Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2021

S-pdf

UI - Skripsi Membership Universitas Indonesia Library

Kurnia Ibnu Azhari

Pengaruh perceived service quality of endorsed brand parent brand reputation dan attitude toward endorsed brand terhadap endorsed brand loyalty = The effect of perceived service quality of endorsed brand parent brand reputation and attitude toward endorsed brand on endorsed brand loyalty

"ABSTRAK

Tesis ini membahas pengaruh perceived service quality of endorsed brand, parent brand reputation dan attitude toward endorsed brand terhadap loyalitas dari brand Citadines Rasuna Jakarta (Serviced-apartment yang merupakan endorsed brand dari Ascott Limited).

Penelitian ini menggunakan descriptive research design dengan metode survey (kuesioner) dengan rancangan cross-sectional yang dilakukan terhadap pengguna layanan serviced-apartment Citadines Rasuna Jakarta. Teknik sampling yang digunakan adalah non-probability sampling menggunakan sampling jenuh (sensus). Hasil dari penelitian ini menunjukkan bahwa perceived service quality of endorsed brand berpengaruh positif terhadap attitude toward endorsed brand. Parent brand reputation berpengaruh positif terhadap perceived service quality of endorsed brand.

Hasil penelitian juga menunjukkan ternyata parent brand reputation berpengaruh positif terhadap attitude toward endorsed brand. Selain itu dari hasil penelitian juga diperoleh hasil bahwa baik perceived service quality of endorsed brand, parent brand reputation, dan Attitude toward endorsed brand berpengaruh positif terhadap endorsed brand loyalty.

ABSTRACT
This thesis discusses the effect of perceived service quality of endorsed brand, parent brand reputation and attitude toward endorsed brand on Citadines Rasuna Jakarta brand loyalty (Serviced-apartment brand which is endorsed by Ascott Limited).
This study uses descriptive research design with cross-sectional survey method (questionnaire) and using serviced-apartment Citadines Rasuna Jakarta users as the respondens. The sampling technique used is non-probability sampling with sensus method. Results from this study showed that the perceived service quality of endorsed brand have positive effect on attitude toward endorsed brand. Parent brand reputation have positive effect on perceived service quality of endorsed brand.
The results also showed parent brand reputation turned out to be a positive influence on attitude toward endorsed brand. In addition, from the results of the study also showed that whether perceived service quality of endorsed brand, parent brand reputation, or attitude toward endorsed brand, altogether have positive effect on endorsed brand loyalty."

Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2016

T-Pdf

UI - Tesis Membership Universitas Indonesia Library

Metta Yunita

Analisis pengaruh brand experience brand satisfaction dan brand trust terhadap brand loyalty studi kasus mitsubishi pajero sport = Analysis of the effect of brand experience brand satisfaction and brand trust toward brand loyalty case study mitsubishi pajero sport

"Brand Experience merupakan konseptualisasi respon internal konsumen secara subjektif (sensasi, perasaan, dan kognisi) dan juga respon secara perilaku yang muncul dari stimuli yang berhubungan dengan merek yang merupakan bagian dari desain dan identitas merek, packaging, komunikasi, dan lingkungan. Di mata konsumen, merek berfungsi sebagai pembentuk hubungan antara dirinya dengan merek tersebut, sehingga pengalaman konsumen dengan merek menjadi satu hal yang penting dalam terciptanya hubungan ini. Karya tulis ini akan berfokus pada pengalaman bersama merek, kepuasan, kepercayaan terhadap merek dan pengaruhnya pada loyalitas konsumen terhadap merek tersebut.

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. From customers point of view, brand is a relationship-builder between them and the brand itself, thus their experiences with a brand become an important element in creating that relationship. This thesis will be focused on experience with a brand, satisfaction, and trust toward the brand and their effect on customer's loyalty."

Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2015

T-Pdf

UI - Tesis Membership Universitas Indonesia Library

Mita Karima

Pengaruh brand satisfaction dan brand commitment terhadap brand loyalty dan brand repurchase intention : studi kasus konsumen Toyota di Jabodetabek = Effect of brand satisfaction and brand commitment and its impact on the automotive brand loyalty and brand repurchase intention : case study Toyota users of Jabodetabek region

"Kepuasan dan komitmen terhadap suatu merek dapat mempengaruhi kesetiaan merek serta keinginan untuk membeli kembali merek tersebut. Penelitian ini bertujuan untuk melihat pengaruh dari kepuasan merek dengan anteseden nilai, kualitas dan ekuitas merek yang dirasakan serta komitmen merek dan dampaknya terhadap kesetiaan merek dan keinginan membeli kembali pada merek Toyota. Hasil survey dari 120 sampel dengan metode analisis structural equation modeling (SEM), menyatakan bahwa kepuasan dan komitmen terhadap merek secara signifikan berpengaruh positif terhadap kesetiaan merek dan keinginan membeli kembali merek khususnya pada merek Toyota. Walaupun hanya nilai dan kualitas merek yang dirasakan yang secara signifikan berpengaruh positif terhadap kepuasan merek.

Brand satisfaction and brand commitment affected the automotive brand loyalty and repurchase intention. This study focused to analyze influence of brand satisfaction, with perceived brand value, quality, and equity as antesedents of brand satisfaction and brand commitment especially Toyota users and impacted their brand loyalty and repurchase intention to the Toyota brand. Survey of 120 sample who analyzed with structural equation modeling (SEM), suggested that brand satisfaction and brand commitment on automotive affecting their brand loyalty and brand repurchase intention. But only perceived brand value and quality that directly affected the brand satisfaction, perceived brand equity didn’t directly affect the brand satisfaction."

Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014

S53185

UI - Skripsi Membership Universitas Indonesia Library

Safira Satyarini Sumarsono

Pengaruh Brand Experience, Brand Personality, dan Brand Trust terhadap Brand Loyalty melalui Brand Satisfaction : Studi pada Mixue Ice Cream & Tea = The Influence of Brand Experience, Brand Personality, and Brand Trust on Brand Loyalty through Brand Satisfaction : Study on Mixue Ice Cream & Tea

"Penelitian ini dilatarbelakangi oleh pertumbuhan industri food and beverages (F&B) yang semakin positif dan persaingan bisnis yang semakin ketat. Hal ini menyebabkan perusahaan terdorong untuk mempertahankan dan mengembangkan usahanya. Cara yang dapat dilakukan adalah meningkatkan loyalitas merek. Loyalitas merek dapat ditimbulkan oleh beberapa hal yaitu pengalaman merek, kepribadian merek, kepercayaan merek, dan kepuasan merek. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh langsung maupun tidak langsung antara pengalaman merek, kepribadian merek, dan kepercayaan merek terhadap loyalitas merek melalui kepuasan merek. Data primer diperoleh dengan menggunakan metode survei melalui kuesioner. Sampel dalam penelitian ini adalah mahasiswa dengan rentang usia 18-25 tahun yang berdomisili di Jabodetabek dan pernah membeli produk Mixue Ice Cream & Tea minimal dua kali pembelian dalam kurun waktu satu bulan. Data dianalisis dengan analisis regresi linier berganda, analisis jalur, dan uji sobel. Hasil penelitian menunjukkan bahwa pengalaman merek dan kepercayaan merek berpengaruh secara langsung terhadap kepuasan merek sedangkan kepribadian merek tidak berpengaruh secara langsung. Pengalaman merek, kepribadian merek, kepercayaan merek, dan kepuasan merek juga berpengaruh secara langsung terhadap loyalitas merek. Hasil uji sobel membuktikan bahwa kepuasan merek memediasi pengalaman merek dan kepercayaan merek terhadap loyalitas merek melalui kepuasan merek. Hal ini menunjukkan bahwa pengalaman merek dan kepercayaan merek berpengaruh secara tidak langsung terhadap loyalitas merek sedangkan kepribadian merek tidak memiliki pengaruh secara tidak langsung terhadap loyalitas merek.

This research is motivated by the increasingly positive growth of the food and beverages (F&B) industry and fierce business competition. This causes the company to be encouraged to maintain and develop its business. The way that can be done is to increase brand loyalty. Brand loyalty can be generated by several things, namely brand experience, brand personality, brand trust, and brand satisfaction. This study aimed to analyst the direct and indirect effects of brand experience, brand personality, and brand trust on brand loyalty through brand satisfaction. Primary data was obtained using a survey method through a questionnaire. The sample in this study were students aged 18–25 who lived in Jabodetabek and had purchased Mixue Ice Cream & Tea products at least twice within one month. Data were analyzed by multiple linear regression analysis, path analysis, and Sobel test. The results showed that brand experience and brand trust directly affect brand satisfaction, while brand personality has no direct effect. Brand experience, brand personality, brand trust, and brand satisfaction also have a direct effect on brand loyalty. The Sobel test results prove that brand satisfaction mediates brand experience and brand trust on brand loyalty through brand satisfaction. This shows that brand experience and brand trust indirectly affect brand loyalty, while brand personality has no indirect effect on brand loyalty."

Depok: Fakultas Matematika Dan Ilmu Pengetahuan Alam Universitas Indonesia, 2023

S-pdf

UI - Skripsi Membership Universitas Indonesia Library

Safira Satyarini Sumarsono

Depok: Fakultas Matematika Dan Ilmu Pengetahuan Alam Universitas Indonesia, 2023

S-pdf

UI - Skripsi Membership Universitas Indonesia Library

Muhammad Husni Nurrohman

Pengaruh brand attitude dan brand romance terhadap brand loyalty pengguna telepon seluler = The influence of brand attitude and brand romance toward brand loyalty in cell phone users / Muhammad Husni Nurrohman

"[ABSTRAK

Tesis ini membahas mengenai seberapa besar sikap dan brand romance dari

konsumen untuk membentuk loyalitas terhadap merek smartphone yang

pelanggan miliki saat ini. Responden berdomisili di Jakarta, Bogor, Depok,

Tangerang, dan Bekasi. Brand Romance terbentuk dari tiga dimensi yaitu

kesenangan, gairah dan dominasi yang mempengaruhi emosional pelanggan

terhadap merek smarphone yang mereka miliki saat ini. Tujuan dari penelitian ini

untuk mengetahui seberapa besar pengaruh brand attitude dan brand romance

dalam memprediksi loyalitas pelanggan terhadap merek smartphone. Penelitian

ini adalah penelitian kuantitatif dengan menggunakan kuisioner dan dianalisis

menggunakan metode statistik deskriptif dengan program Analysis of Moment

Structural (AMOS) 22. Hasil dari penelitian ini menyarankan perusahaan untuk

lebih meningkatkan hubungan emosional dengan pelanggan terutama Gen Y agar

dapat meningkatkan loyalitas pelanggan terhadap produk mereka.

ABSTRACT

This thesis discussed about how consumer?s attitude and brand romance can

establish brand loyalty towards any smartphone?s brand. Respondents lived in

Jakarta, Bogor, Depok, Tangerang, and Bekasi. Brand Romance consists of three

dimensions there are pleasure, arousal, and dominance that affect the emotional

of customer?s smartphone to the brand that they have this day. The purpose of this

study was to determine how much the influence of brand attitude and brand

romance can predict customer?s brand loyalty. This research was a quantitative

research using a questionnaire and analyzed using descriptive statistical method

of Moment Structural Analysis program (AMOS) 22. The results of this study

suggest the company to improve the emotional connection toward the customers

espescially Gen Y that will enhance their loyalty to the brand;This thesis discussed about how consumer?s attitude and brand romance can