Majid, Nurkholish (2017) Pengaruh Self Congruity terhadap Brand Loyalty dengan Brand Satisfaction sebagai Mediasi (Studi Pengguna Iphone di Kota Malang). Magister thesis, Universitas Brawijaya.
Abstract
Persaingan bisnis yang semakin ketat menuntut pelaku usaha menciptakan produk yang bersifat unggul. Karakteristik sebuah produk ditampilkan melalui sebuah merek. Persaingan produk dalam merek merambah dalam dunia smartphone dengan menekankan kepuasan dan loyalitas terhadap merek yakni Iphone. Iphone sebagai merek yang bersifat prestisius diharapkan memiliki keterkaitan yang kuat dengan diri konsumen yang dikenal dengan self-congruity lalu mampu menghasilkan kepuasan dan loyalitas terhadap merek. Tujuan penelitian adalah menguji dan menjelaskan secara empiris mengenai 1) pengaruh actual self-congruity terhadap brand satisfaction Iphone. 2) pengaruh ideal self-congruity ideal terhadap brand satisfaction Iphone. 3) pengaruh social self- congruity terhadap brand satisfaction Iphone. 4) pengaruh social ideal self-congruity ideal terhadap brand satisfaction Iphone. 5) pengaruh actual self-congruity terhadap brand loyalty Iphone. 6) pengaruh ideal self-congruity terhadap brand loyalty Iphone. 7) pengaruh social self-congruity terhadap brand loyalty Iphone. 8) pengaruh social ideal self-congruity terhadap brand loyalty Iphone. 9) pengaruh brand satisfaction terhadap brand loyalty Iphone. 10) peran mediasi brand satisfaction pada pengaruh actual self-congruity, ideal self-congruity, social self-congruity, social ideal self- congruity terhadap brand loyalty Iphone. Sampel diambil menggunakan metode non probability sampling dengan teknik purposive sampling. Responden yang dipilih adalah pengguna Iphone di Kota Malang yang melakukan keputusan pembelian secara pribadi dengan minimal penggunaan satu tahun. Sampel penelitian adalah 140. Hipotesis penelitian diuji menggunakan teknik analisis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa actual, ideal dan social ideal self-congruity memiliki pengaruh terhadap brand satisfaction serta ideal, social ideal self-congruity dan brand satisfaction memiliki pengaruh terhadap brand loyalty. Brand satisfaction menunjukkan peran mediasi dalam menjembatani pengaruh actual, ideal dan social ideal self congruity terhadap brand loyalty.
English Abstract
The restriction business competition has made business man to create the superior product. Product characteristic shown by a brand. The product competition toward brand emphasizes on satisfaction and loyalty with brand as like as Iphone. Iphone as the prestisious brand has the strong congruence with the consumer’s self that known self-congruity and it results brand satisfaction and loyalty. Purpose of the research to assest and explain empirically about 1) influence of actual self-congruity on Iphone brand satisfaction. 2) Influence of ideal self-congruity on Iphone brand satisfaction. 3) Influence of social self-congruity on Iphone brand satisfaction. 4) Influence of social ideal self-congruity on Iphone brand satisfaction. 5) Influence of actual self-congruity on Iphone brand loyalty. 6) Influence of ideal self- congruity on Iphone brand loyalty. 7) Influence of social self-congruity on Iphone brand loyalty. 8) Influence of social ideal self-congruity on Iphone brand loyalty. 9) Influence of brand satisfaction on Iphone brand loyalty. 10) The role mediation of vrand satisfaction within influence of actual self-congruity, ideal self-congruity, social self- congruity, social ideal self-congruity on Iphone brand loyalty. Sample has taken by using non probabilty sampling with purposive sampling technique. Respondents are Iphone user in Malang City who made personally purchase decision with has used Iphone about 1 year. Research’s samples are 140. The hypothesis tested by Partial Least Square analysis. The research results actual, ideal and social ideal self-congruity influence on brand satisfaction then brand satisfaction influence on brand loyalty. Brand satisfaction had mediation within influence of actual, ideal dan social ideal self congruity on brand loyalty
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.834 2/MAJ/p/2017/041803746 |
| Uncontrolled Keywords: | self-congruity, brand satisfaction dan brand loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endang Susworini |
| Date Deposited: | 29 Aug 2022 02:43 |
| Last Modified: | 29 Aug 2022 02:43 |
| URI: | http://repository.ub.ac.id/id/eprint/193682 |
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