Prabawa B., I DKG Bagus Satria (2018) Pengaruh Customer Value terhadap Brand Loyalty (Studi Eksplanatif pada Smartphone Samsung di Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk melihat pengaruh antara customer value terhadap brand loyalty pada pengguna smartphone Samsung di Indonesia secara lebih dalam, hal ini dilakukan dengan membagi brand loyalty menjadi dua dimensi yaitu, behavioral loyalty (Y1) dan attitudinal loyalty (Y2). Variabel customer value dibagi menjadi tiga, yaitu functional value (X1), emotional value (X2), dan social value (X3). Penelitian ini juga bertujuan untuk mengetahui variabel apa yang paling dominan dalam mempengaruhi brand loyalty. Jenis penelitian ini adalah kuantitatif eksplanatif dengan metode survei. Sampel penelitian ini berjumlah 272 responden yang memiliki kriteria; masyarakat Indonesia dengan usia minimal 18 tahun dan melakukan minimal 2 kali pembelian smartphone merek Samsung. Teknik pengambilan sampel penelitian ini menggunakan teknik purposive sampling. Penelitian ini menghasilkan bahwa seluruh variabel Customer value (Functional Value (X1), Emotional Value (X2), Social Value (X3)) berpengaruh terhadap brand loyalty (Beharioval Loyalty (Y1) dan Attitudinal Loyalty (Y2)), baik secara simultan (bersama-sama) maupun parsial (individu). Selain itu, penelitian ini juga mendapatkan hasil bahwa variabel dominan yang paling berpengaruh terhadap behavioral loyalty (Y1) adalah variabel functional value (X1), Sementara, variabel dominan yang paling berpengaruh terhadap attitudinal loyalty (Y2) adalah variabel emotional value (X2). Artinya, nilai fungsional yang didapatkan pengguna smartphone Samsung merupakan faktor yang paling berpengaruh pada loyalitas perilaku, sementara nilai emosional merupakan faktor yang paling berpengaruh pada loyalitas sikap dari konsumen smartphone Samsung di Indonesia.
English Abstract
This study explores the effect of customer value towards brand loyalty on Samsung’s smartphone user in Indonesia on deeper level, which can be done by emphasized brand loyalty into two dimension, behavioral loyalty (Y1) and attitudinal loyalty (Y2). The author classified customer value as functional value (X1), emotional value (X2), dan social value (X3). This study also aimed to determine what variables are the most dominant in influenced consumer brand loyalty. Explanatory research were used on this study with survey method. A total of 272 questionnaires were collected from respondents who have done at least 2 times purchased of Samsung smartphones and aged 18 or higher. Purposive sampling were used on this study. The result indicated that all the variables of customer value (Functional Value (X1), Emotional Value (X2), Social Value (X3)) had a positive influence on brand loyalty (Beharioval Loyalty (Y1) and Attitudinal Loyalty (Y2)), either simultaneously or partially. The result also indicated that the most dominant variable affected behavioral loyalty (Y1) was functional value (X1), on the other hand the most dominant variable that affected attitudinal loyalty (Y2) was emotional value (X2), which means the functional value that Samsung’s smartphone users got was the most influential factor in behavioral loyalty, while the emotional value were a factor that influences the attitude loyalty of Samsung’s smartphone consumers in Indonesia.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/667/051808657 |
| Uncontrolled Keywords: | Customer Value, Functional Value, Emotional Value, Social Value, Brand Loyalty, Beharioval Loyalty, Attitudinal Loyalty. Customer Value, Functional Value, Emotional Value, Social Value, Brand Loyalty, Beharioval Loyalty, Attitudinal Loyalty. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 27 Feb 2019 02:40 |
| Last Modified: | 27 Feb 2019 02:40 |
| URI: | http://repository.ub.ac.id/id/eprint/13345 |
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