Peran Hedonic Product, Self-Concept Connection, Brand Love dan Brand Commitment terhadap Brand Loyalty Pelanggan Kafe (Studi pada Mahasiswa Magister Manajemen Universitas Brawijaya)

Budiarti, Lina (2013) Peran Hedonic Product, Self-Concept Connection, Brand Love dan Brand Commitment terhadap Brand Loyalty Pelanggan Kafe (Studi pada Mahasiswa Magister Manajemen Universitas Brawijaya). Magister thesis, Universitas Brawijaya.

Abstract

Bisnis kafe saat ini tengah berkembang pesat dan menyebabkan persaingan di antara bisnis tersebut semakin ketat. Hal tersebut mengharuskan pemilik kafe untuk menerapkan berbagai strategi pemasaran demi mendapatkan, memuaskan dan mempertahankan konsumen agar loyal terhadap mereknya masing-masing. Salah satu cara yang dapat ditempuh dalam mempertahankan brand loyalty yaitu dengan memperhatikan hubungan konsumen dengan merek. Hubungan konsumen dengan merek tersebut terdiri dari self-concept connection, brand love, dan brand commitment. Penelitian ini bertujuan untuk mengetahui peran self-concept connection, brand love, dan brand commitment dalam menciptakan brand loyalty pada suatu kafe, dimana kafe tergolong sebagai hedonic product. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 100 mahasiswa Magister Manajemen Universitas Brawijaya yang dipilih dengan menggunakan teknik systematic random sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis jalur. Hasil penelitian menunjukkan bahwa hedonic product, self-concept connection , brand love, dan brand commitment berpengaruh positif terhadap brand loyalty. Brand love memiliki pengaruh terkuat pada brand loyalty lalu diikuti dengan brand commitment, self-concept connection, dan hedonic product . Temuan penelitian tersebut diharapkan dapat membantu brand manager atau pengelola usaha kafe untuk memelihara loyalitas dengan memperhatikan hubungan konsumen dengan merek.

English Abstract

Cafe business is currently growing rapidly and cause competition for that business is getting tougher. It requires cafe owners to implement various marketing strategies to acquire, satisfy, and retain customers to be loyal to ir own brand. One of ways that can be taken in maintaining brand loyalty is through respecting or taking care of consumer-brand relationship. Consumer-brand relationship consists of self-concept connection, brand love as well as brand commitment. This study aimed to determine role of self-concept connection, brand love and brand commitment in creating brand loyalty at a cafe, where cafe is classified as a hedonic product. data was collected by distributing questionnaires to 100 Post-Graduate students of Management in Brawijaya University that are selected through systematic random sampling technique. Data analysis techniques used in this study is pathway analysis. findings of study show that hedonic product, self-concept connection, brand love, and brand commitment have positive influence on brand loyalty. However, brand love having strongest influence on brand loyalty followed by brand commitment, self-concept connection, and a hedonic product. research findings are expected to help brand manager or business manager of cafes to maintain customer`s loyalty and ir relationship with brand.

Item Type: Thesis (Magister)
Identification Number: TES/658.834 3/BUD/p/041302613
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Endro Setyobudi
Date Deposited: 11 Jun 2013 10:59
Last Modified: 11 Jun 2013 10:59
URI: http://repository.ub.ac.id/id/eprint/159989
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