[ABSTRAK
Tesis ini membahas mengenai seberapa besar sikap dan brand romance darikonsumen untuk membentuk loyalitas terhadap merek smartphone yangpelanggan miliki saat ini. Responden berdomisili di Jakarta, Bogor, Depok,Tangerang, dan Bekasi. Brand Romance terbentuk dari tiga dimensi yaitukesenangan, gairah dan dominasi yang mempengaruhi emosional pelangganterhadap merek smarphone yang mereka miliki saat ini. Tujuan dari penelitian iniuntuk mengetahui seberapa besar pengaruh brand attitude dan brand romancedalam memprediksi loyalitas pelanggan terhadap merek smartphone. Penelitianini adalah penelitian kuantitatif dengan menggunakan kuisioner dan dianalisismenggunakan metode statistik deskriptif dengan program Analysis of MomentStructural (AMOS) 22. Hasil dari penelitian ini menyarankan perusahaan untuklebih meningkatkan hubungan emosional dengan pelanggan terutama Gen Y agardapat meningkatkan loyalitas pelanggan terhadap produk mereka.
ABSTRACT
This thesis discussed about how consumer?s attitude and brand romance canestablish brand loyalty towards any smartphone?s brand. Respondents lived inJakarta, Bogor, Depok, Tangerang, and Bekasi. Brand Romance consists of threedimensions there are pleasure, arousal, and dominance that affect the emotionalof customer?s smartphone to the brand that they have this day. The purpose of thisstudy was to determine how much the influence of brand attitude and brandromance can predict customer?s brand loyalty. This research was a quantitativeresearch using a questionnaire and analyzed using descriptive statistical methodof Moment Structural Analysis program (AMOS) 22. The results of this studysuggest the company to improve the emotional connection toward the customersespescially Gen Y that will enhance their loyalty to the brand;This thesis discussed about how consumer?s attitude and brand romance canestablish brand loyalty towards any smartphone?s brand. Respondents lived inJakarta, Bogor, Depok, Tangerang, and Bekasi. Brand Romance consists of threedimensions there are pleasure, arousal, and dominance that affect the emotionalof customer?s smartphone to the brand that they have this day. The purpose of thisstudy was to determine how much the influence of brand attitude and brandromance can predict customer?s brand loyalty. This research was a quantitativeresearch using a questionnaire and analyzed using descriptive statistical methodof Moment Structural Analysis program (AMOS) 22. The results of this studysuggest the company to improve the emotional connection toward the customersespescially Gen Y that will enhance their loyalty to the brand;This thesis discussed about how consumer?s attitude and brand romance canestablish brand loyalty towards any smartphone?s brand. Respondents lived inJakarta, Bogor, Depok, Tangerang, and Bekasi. Brand Romance consists of threedimensions there are pleasure, arousal, and dominance that affect the emotionalof customer?s smartphone to the brand that they have this day. The purpose of thisstudy was to determine how much the influence of brand attitude and brandromance can predict customer?s brand loyalty. This research was a quantitativeresearch using a questionnaire and analyzed using descriptive statistical methodof Moment Structural Analysis program (AMOS) 22. The results of this studysuggest the company to improve the emotional connection toward the customersespescially Gen Y that will enhance their loyalty to the brand, This thesis discussed about how consumer’s attitude and brand romance canestablish brand loyalty towards any smartphone’s brand. Respondents lived inJakarta, Bogor, Depok, Tangerang, and Bekasi. Brand Romance consists of threedimensions there are pleasure, arousal, and dominance that affect the emotionalof customer’s smartphone to the brand that they have this day. The purpose of thisstudy was to determine how much the influence of brand attitude and brandromance can predict customer’s brand loyalty. This research was a quantitativeresearch using a questionnaire and analyzed using descriptive statistical methodof Moment Structural Analysis program (AMOS) 22. The results of this studysuggest the company to improve the emotional connection toward the customersespescially Gen Y that will enhance their loyalty to the brand] |
T-Muhammad Husni Nurrohman.pdf :: Unduh