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UI - Skripsi Membership :: Kembali

Pengaruh Self-Congruity terhadap brand loyalty : studi kasus pada konsumen brand minuman cokelat 'MILO' = The impact of Self-Congruity to brand loyalty : a study on 'MILO' consumers

Sheren Shusmita; Erwin Agustian Panigoro, examiner; Harianja, Stephanus Panata, examiner; Nina Mutmainnah, examiner (Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2016)

 Abstrak

[ABSTRAK
Penelitian ini membahas mengenai kesesuaian diri konsumen anak dengan brand
(self-congruity) yang memengaruhi loyalitas brand (brand loyalty). Pengaruh
antara self-congruity dan brand loyalty tersebut dimediasi oleh kualitas hubungan
dengan brand (brand relationship quality). Sebanyak 104 responden, yang
merupakan konsumen brand MILO berusia 11-14 tahun, berpartisipasi dalam
penelitian ini. Analisis data dilakukan dengan Structural Equation Modelling
(SEM) yang diolah menggunakan program SPSS 22 dan AMOS 21. Hasil
penelitian menunjukkan bahwa self-congruity tidak memengaruhi brand loyalty
secara signifikan. Sementara itu, self-congruity berpengaruh signifikan terhadap
brand relationship quality dan brand relationship quality berpengaruh signifikan
terhadap brand loyalty. Maka penelitian ini menunjukkan bahwa self-congruity
dapat berpengaruh signifikan terhadap brand loyalty apabila dimediasi oleh brand
relationship quality.
ABSTRACT
This research examines the impact of self-congruity on brand loyalty. The impact
of self-congruity to brand loyalty is mediated by brand relationship quality. 104
children, which are consumers of MILO chocolate drink aged between 11-14
years old, participated in this study. Researcher uses Structural Equation
Modelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. This
research finds that self-congruity does not have significant impact toward brand
loyalty. However, self-congruity impacts brand relationship quality significantly
and brand relationship quality also impacts brand loyalty significantly. Hence, this
research indicates that self-congruity can impact brand loyalty significantly if it is
mediated by brand relationship quality.;This research examines the impact of self-congruity on brand loyalty. The impact
of self-congruity to brand loyalty is mediated by brand relationship quality. 104
children, which are consumers of MILO chocolate drink aged between 11-14
years old, participated in this study. Researcher uses Structural Equation
Modelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. This
research finds that self-congruity does not have significant impact toward brand
loyalty. However, self-congruity impacts brand relationship quality significantly
and brand relationship quality also impacts brand loyalty significantly. Hence, this
research indicates that self-congruity can impact brand loyalty significantly if it is
mediated by brand relationship quality., This research examines the impact of self-congruity on brand loyalty. The impact
of self-congruity to brand loyalty is mediated by brand relationship quality. 104
children, which are consumers of MILO chocolate drink aged between 11-14
years old, participated in this study. Researcher uses Structural Equation
Modelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. This
research finds that self-congruity does not have significant impact toward brand
loyalty. However, self-congruity impacts brand relationship quality significantly
and brand relationship quality also impacts brand loyalty significantly. Hence, this
research indicates that self-congruity can impact brand loyalty significantly if it is
mediated by brand relationship quality.]

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 Metadata

Jenis Koleksi : UI - Skripsi Membership
No. Panggil : S62256
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Program Studi :
Subjek :
Penerbitan : [Place of publication not identified]: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2016
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xiv, 69 pages : Illustration ; 30 cm + Appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
S62256 14-17-670715670 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20421604
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