Savitri, Arie Andani and Prof. Dr. Drs. Fatchur Rohman,, M.Si., CSM., CMA and Sri Palupi Prabandari,, SE., MM., Ph.D (2024) Pengaruh Brand Innovativeness dan Social Media Marketing Activity terhadap Brand Loyalty di Mediasi oleh Brand Love Pada Local Luxury Fashion Brand (studi pada generasi millenial pengguna Merek Suedeson). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan menguji pengaruh brand innovativeness dan social media marketing activity terhadap brand loyalty dan brand love, pengaruh brand love terhadap brand loyalty, dan pengaruh brand love memediasi brand innovativeness dan social media marketing activity terhadap brand loyalty. Pendekatan penelitian yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan penelitian penjelasan (explanatory research). Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling dengan 250 responden. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah dengan menggunakan kuesioner yang disebar secara online melalui google form. Teknik pengukuran data yang digunakan dalam penelitian ini adalah dengan menggunakan Skala Likert. Metode analisis data melalui Uji Validitas, Uji Reliabilitas, Analisis Deskriptif, dan Analisis SEM berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa 1) brand innovativeness terbukti mempengaruhi brand loyalty pada merek Suedeson, 2) Brand innovativeness terbukti mempengaruhi brand love pada merek Suedeson, 3) Social media marketing activity terbukti mempengaruhi brand loyalty pada merek Suedeson, 4) Social media marketing activity terbukti mempengaruhi brand love pada merek Suedeson, 5) Brand love terbukti mempengaruhi brand loyalty pada merek Suedeson, 6) brand innovativeness terbukti mempengaruhi brand loyalty melalui mediasi brand love pada merek Suedeson, 7)Social media marketing activity mempengaruhi brand loyalty melalui mediasi brand love pada merek Suedeson.
English Abstract
This study examines the effect of brand innovativeness and social media marketing activity on brand loyalty and brand love, the effect of brand love on brand loyalty, and the effect of brand love mediating brand innovativeness and social media marketing activity. The research approach used in this research was a quantitative approach with explanatory research. The sampling technique used in this research is non-probability sampling with a purposive sampling technique with 250 respondents. The data collection technique used in this study was a questionnaire distributed online via Google Forms. The data measurement technique used in this study is a Likert Scale. Data analysis methods through Validity Test, Reliability Test, Descriptive Analysis, and Partial Least Square (PLS) based SEM Analysis. The results showed that 1) brand innovativeness was proven to affect brand loyalty to the Suedeson brand, 2) Brand innovativeness is proven to affect brand love for the Suedeson brand, 3) Social media marketing activity is proven to affect brand loyalty for the Suedeson brand, 4) Social media marketing activity is proven to affect brand love for the Suedeson brand, 5) Brand love is proven to affect brand loyalty for the Suedeson brand, 6) brand innovativeness is proven to affect brand loyalty through brand love mediation.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0424020002 |
| Uncontrolled Keywords: | Brand innovativeness; social media marketing; brand loyalty; brand love; local luxury. |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 28 Feb 2024 02:18 |
| Last Modified: | 28 Feb 2024 02:18 |
| URI: | http://repository.ub.ac.id/id/eprint/216563 |
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