Azario, Nathaniel and Prof. Andriani Kusumawati, S. Sos., M. Si., DBA and Irfan Kharisma Putra, S.AB., M.AB (2023) Pengaruh Brand Attachment terhadap Brand Commitment dan Customer Citizenship Behavior (Survei pada Pelanggan Starbucks Di Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini, yaitu untuk mengetahui dan menjelaskan pengaruh Brand Attachment terhadap Brand Commitment, pengaruh Brand Attachment terhadap Customer Citizenship Behavior, dan pengaruh Brand Commitment terhadap Customer Citizenship Behavior. Jenis penelitian yang digunakan dalam penelitian ini yaitu explanatory research dengan metode yang digunakan adalah kuantitatif. Sampel penelitian sebanyak 100 orang responden merupakan seorang WNI, merupakan pelanggan Starbucks, berusia minimal 18 tahun, melakukan pembelian produk Starbucks minimal dua kali dalam tiga bulan terakhir. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dan metode pengumpulan data melalui kuesioner online. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis jalur. Hasil dari penelitian ini menunjukan bahwa (1) variabel Brand Attachment berpengaruh signifikan terhadap Brand Commitment, (2) variabel Brand Attachment berpengaruh signifikan terhadap Customer Citizenship Behavior, (3) variabel Brand Commitment berpengaruh signifikan terhadap Customer Citizenship Behavior, (4) terdapat hubungan langsung yang positif antara Brand Attachment terhadap Customer Citizenship Behavior melalui Brand Commitment.
English Abstract
The purpose of this research is to examine and enhance understanding of the impact of Brand Attachment on Brand Commitment, the impact of Brand Attachment on Customer Citizenship Behavior, the impact of Brand Commitment on Customer Citizenship Behavior, and the impact of Brand Commitment towards Customer Citizenship Behavior through Brand Commitment. The writer developed the research using an explanatory research approach with quantitative methods. The research sample of 100 respondents was Indonesian citizens, Starbucks customers, at least 18 years old, had purchased Starbucks products at least twice in the last three months. The sampling technique used was purposive sampling and data collection methods via online questionnaires. The data analysis used in this research is descriptive analysis and path analysis. The research result shows (1) Brand Attachment have a significant impact towards Brand Commitment, (2) Brand Attachment have a significant impact towards Customer Citizenship Behavior, (3) Brand Commitment have a significant impact towards Customer Citizenship Behavior, (4) There is a positively indirect correlation between Brand Attachment and Customer Citizenship Behavior through the Brand Commitment
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030901 |
| Uncontrolled Keywords: | Brand Attachment, Brand Commitment, Customer Citizenship Behavior |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 01 Feb 2024 02:13 |
| Last Modified: | 01 Feb 2024 02:13 |
| URI: | http://repository.ub.ac.id/id/eprint/214779 |
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