Brand Personality Congruity (BPC) dan Pengaruhnya terhadap Loyalitas Merek yang Dimediasi oleh Nilai Pelanggan dan Kepercayaan Merek (Studi pada Smartphone Merek BlackBerry)

Zuhroh, Siti (2014) Brand Personality Congruity (BPC) dan Pengaruhnya terhadap Loyalitas Merek yang Dimediasi oleh Nilai Pelanggan dan Kepercayaan Merek (Studi pada Smartphone Merek BlackBerry). Doctor thesis, Universitas Brawijaya.

Abstract

Motivasi seseorang kadang didorong oleh keinginan untuk mengekpresikan diri sehingga merek memiliki fungsi simbolik. Kepribadian merek yang kuat belum cukup untuk membangun loyalitas merek sehingga perlu adanya kecocokan antara kepribadian merek dengan kepribadian konsumen. Tujuan penelitian ini adalah untuk mengembangkan hubungan antara Brand Personality Congruity ( BPC ) terhadap loyalitas merek. Penelitian ini memunculkan variabel baru yang berposisi sebagai mediasi yaitu nilai pelanggan dan kepercayaan merek Populasi penelitian ini adalah mahasiswa pemilik smartphone BlackBerry di Malang Kota. Jumlah sampel sebanyak 324 namun yang layak sejumlah 307. Pengumpulan data dilakukan dengan menggunakan sampel nonprobabilitas dengan teknik Accidental sampling . Data dianalisis dengan menggunakan metode analisis GSCA. Hasil penelitian menunjukkan Brand Personality Congruity (BPC) berpengaruh signifikan positif terhadap loyalitas merek dimediasi oleh nilai pelanggan dan kepercayaan merek. Artinya BPC mampu mempertahankan loyalitas terhadap merek bila terlebih dahulu mampu meningkatkan nilai merek serta nilai pelanggan. Implikasi praktis penelitian ini sebagai informasi bagi manajer pemasaran dalam mengembangkan strategi pemasaran khususnya strategi dalam membangun loyalitas merek.

English Abstract

Motivation possessed by someone is sometimes triggered by the willingness to express oneself which causes the brand to have a symbolic function. Brand personality is not strong enough to build brand loyalty so that compatibility between brand and customer personalities is required. This study is intended to develop the relationship between Brand Personality Congruity (BPC) and brand loyalty. This study also generates new variables that serve as the mediation; they are the customer value and brand Trust. The population of this study was university students residing in Malang who own BlackBerry smartphone. Out of 324 samples collected, only 307 of them were valid. The data was collected by employing nonprobability sample by using accidental sampling technique. The data was then analyzed by using GSCA method. The finding of the study showed that Brand Personality Congruity (BPC) has a positive and significant effect towards brand loyalty which is mediated by the customer value and brand Trust. It indicates that BPC will be capable of maintaining the brand loyalty if it is able to increase the values of the brand and customers. As of the practical implication, this study provides information for the marketing managers in developing marketing strategy especially in building brand loyalty.

Item Type: Thesis (Doctor)
Identification Number: DES/658.834 3/ZUH/b/061405219
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Doktor Kimia, Fakultas MIPA
Depositing User: Endro Setyobudi
Date Deposited: 13 Oct 2014 09:48
Last Modified: 13 Oct 2014 09:48
URI: http://repository.ub.ac.id/id/eprint/161320
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