Skripsi S1

Pengaruh Brand Personality, Brand Experience Terhadap Brand Love Serta Dampaknya Pada Brand Loyalty Pada Sabun Mandi Merek Lifebuoy (Studi pada Konsumen Sabun Mandi Lifebuoy di Kecamatan Kebumen

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Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh brand personality, brand experience terhadap brand love serta dampakya pada brand loyalty. Pengumpulan data dilakukan dengan kuesioner dengan menggunakan skala likert 4 kategori. Penelitian ini mengambil sampel 100 responden pada masyarakat di Kecamatan Kebumen. Metode yang digunakan adalah purposive sampling. Hipotesis diuji menggunakan teknik analisis jalur dengan bantuan program SPSS 22.00 for windows.
Hasil penelitian menunjukan bahwa semua variabel valid dan reliabel, tidak terdapat multikolinieritas, dan tidak terjadi heteroskedastisitas secara model memenuhi asumsi normalitas. Pengaruh brand personality terhadap brand love menunjukkan bahwa brand personality berpengaruh signifikan terhadap brand love. Pengaruh brand experience terhadap brand love menunjukkan bahwa brand experience berpengaruh signifikan terhadap brand love.Pengaruh brand personality terhadap brand loyalty menunjukkan bahwa brand personality berpengaruh signifikan terhadap brand loyalty.Pengaruh brand experience terhadap brand loyalty menunjukkan bahwa brand experience berpengaruh signifikan terhadap brand loyalty.
Kata kunci: brand personality, brand experience, brand love, brand loyalty.
Abstract
This study aims to analyze the effect of brand personality, brand experience on brand love and its impact on brand loyalty. Data collection was carried out using a questionnaire using a 4-category Likert scale. This study sampled 100 respondents in the community in Kebumen District. The method used is purposive sampling. The hypothesis was tested using a path analysis technique with the help of the SPSS 22.00 for windows program.
The results showed that all variables are valid and reliable, there is no multicollinearity, and heteroscedasticity does not occur in a model that meets the assumption of normality. The influence of brand personality on brand love shows that brand personality has a significant effect on brand love. The influence of brand experience on brand love shows that brand experience has a significant effect on brand love. The influence of brand personality on brand loyalty shows that brand personality has a significant effect on brand loyalty. The influence of brand experience on brand loyalty shows that brand experience has a significant effect on brand loyalty.
Keywords: brand personality, brand experience, brand love, brand loyalty.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Des p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2019

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Desi Nursalamah

Versi lain/terkait

Lampiran Berkas

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