The Influence Of Hedonic Product, Self-Expressive Brand, And Satisfaction On Brand Love And Brand Loyalty: Study Of Starbucks Consumers In Malang

Ramadhina, Farah Astri (2017) The Influence Of Hedonic Product, Self-Expressive Brand, And Satisfaction On Brand Love And Brand Loyalty: Study Of Starbucks Consumers In Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menguji pengaruh hedonic product, self-expressive brand, dan satisfaction pada brand love dan brand loyalty terhadap Starbucks dari perspektif konsumen di Malang. Sampel dalam penelitian ini adalah konsumen dari Starbucks di Malang. Teknik pengambilan sampel adalah convenience sampling dengan 133 responden. Penelitian ini menggunakan teknik analisis Partial Linear Square (PLS) untuk menganalisis data. Hasil penelitian ini menunjukkan bahwa hedonic product, self-expressive brand, dan satifaction memiliki pengaruh yang signifikan terhadap brand love. Sementara itu, self-expressive brand memiliki pengaruh yang signifikan terhadap brand loyalty. Kemudian brand love memiliki efek yang signifikan terhadap brand loyalty. Namun, hedonic product dan satisfaction tidak memiliki pengaruh yang signifikan terhadap brand loyalty. Selain itu, brand love secara tidak langsung meningkatkan peran hedonic product, self-expressive brand, dan satisfaction untuk meningkatkan brand loyalty. Penelitian ini diharapkan dapat berguna bagi para pemasar untuk dapat mendalami pentingnya brand love dalam hubungan antaran konsumen dan merek.

English Abstract

The purpose of this study is to examine the effect of hedonic product, self-expressive brand, and satisfaction on brand love and brand loyalty of Starbucks from the perspective of consumers in Malang. The sample in this study was consumers of Starbucks in Malang. The sampling technique was convenience sampling with 133 respondents. This study used Partial Linear Square (PLS) analysis technique to analyze the data. The result of this study shows that hedonic product, self-expressive brand, and satifaction have significant effect on brand love. Meanwhile, self-expressive brand has a significant effect on brand loyalty. Moreover, brand love has significant effect on brand loyalty, while hedonic product and satisfaction have no significant effect on brand loyalty. In addition, brand love is indirectly enhancing the influence of hedonic product, self-expressive brand, and satisfaction to increase the level of brand loyalty. Thus, this study is useful for marketers to profoundly understand the importance of brand love in consumer-brand relationship.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2017/349/051706714
Uncontrolled Keywords: Hedonic Product, Self-Expressive Brand, Satisfaction, Brand love, Brand Loyal
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 07 Sep 2017 01:55
Last Modified: 12 Nov 2020 08:00
URI: http://repository.ub.ac.id/id/eprint/2184
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