Nabil, Rifqy Aufa (2021) " Pengaruh Self-Congruity terhadap Brand Attitude serta dampaknya pada Brand Loyalty (Survei pada masyarakat Kecamatan Tuban Kabupaten Tuban)". Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan penelitian ini adalah untuk (1) mengetahui dan menjelaskan pengaruh Self-Congruity terhadap Brand Attitude (2) mengetahui dan menjelaskan pengaruh Self-Congruity terhadap Brand Loyalty (3) mengetahui dan menjelaskan pengaruh Brand Attitude terhadap Brand Loyalty. Jenis penelitian yang digunakan adalah penelitian deskriptif kuantitatif. variabel dalam penelitian ini adalah Self-Congruity, Brand Attitude, dan Brand Loyalty. Kriteria populasi dalam penelitian ini adalah masyarakat Kecamatan Tuban Kabupaten Tuban yang berusia diatas 20 tahun dan minimal berpendidikan SMA. Sampel yang digunakan dalam penelitian ini sebanyak 96 responden yang diambil dengan menggunakan simple random sampling dan metode pengumpulannya menggunakan kuesioner online melalui google form yang disebar lewat Whatsapp dan membagikan postingan melalui Instagram. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan aplikasi SPSS 25 for windows. Hasil analisis jalur (path analysis) menunjukkan bahwa Self-Congruity berpengaruh signifikan terhadap Brand Attitude, Self-Congruity berpengaruh signifikan terhadap Brand Loyalty, dan Brand Attitude berpengaruh signifikan terhadap Brand Loyalty. Berdasarkan penelitian ini disarankan agar Pemerintahan untuk mempertimbangkan dan bisa menjadi bahan evaluasi di masa mendatang terhadap branding Kabupaten Tuban demi peningkatan kualitas tagline atau branding Kabupaten Tuban dalam persaingan pariwisata.
English Abstract
The research aimed to (1) identify and explain the influence of Self-Congruity on Brand Attitude, (2) identify and explain the influence of Self-Congruity on Brand Loyalty, (3) identify and explain the influence of Brand Attitude on Brand Loyalty. The type of this research is descriptive quantitative research. these research variables are Self-Congruity, Brand Attitude, and Brand Loyalty. Criteria of this research population are minimum age of 20 year-old and had a minimum education of high school diploma. There were 96 respondent been used which taken by simple random sampling and by the method of online questionnaire through google form that had been spreaded by Whatsapp and shared post with Instagram. The method of analysis used is descriptive statistic and path analysis. Data in this research are processed by SPSS 25 for Windows. The result showed that Self-Congruity significantly influenced on Brand Attitude, Self-Congruity significantly influenced on Brand Loyalty, and Brand Attitude significantly influenced on Brand loyalty. Based on this research, the government are recommended to consider and reevaluate in the future towards the branding of Tuban Regency for the sake of increasing the Quality of Tuban Regency’s tagline and branding into the competition of Tourism.
Other obstract
-
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052103 |
| Uncontrolled Keywords: | Self-Congruity, Brand Attitude, Brand Loyalty, ", Self-Congruity, Brand Attitude, Brand Loyalty |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nurmasudah |
| Date Deposited: | 24 Oct 2021 05:15 |
| Last Modified: | 07 Oct 2024 07:51 |
| URI: | http://repository.ub.ac.id/id/eprint/185749 |
![[thumbnail of RIFQY AUFA NABIL.pdf]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text
RIFQY AUFA NABIL.pdf Download (4MB) |
Actions (login required)
 |
View Item |