PENGARUH SELF-EXPRESSIVE BRAND, BRAND ATTACHMENT DAN BRAND TRUST TERHADAP BRAND ADVOCACY YANG DIMEDIASI OLEH BRAND LOVE CUSTOMER BUTTONSCARVES | ELECTRONIC THESES AND DISSERTATION

Electronic Theses and Dissertation

Universitas Syiah Kuala

    SKRIPSI

PENGARUH SELF-EXPRESSIVE BRAND, BRAND ATTACHMENT DAN BRAND TRUST TERHADAP BRAND ADVOCACY YANG DIMEDIASI OLEH BRAND LOVE CUSTOMER BUTTONSCARVES


Pengarang

Bunayya Aldisa - Personal Name;

Dosen Pembimbing

Mukhlis - 196012311987031032 - Dosen Pembimbing I
Halimatussakdiah - 197010301998032003 - Penguji
Sayed Mahdi - 198009112005011001 - Penguji



Nomor Pokok Mahasiswa

2001102010111

Fakultas & Prodi

Fakultas Ekonomi dan Bisnis / Manajemen (S1) / PDDIKTI : 61201

Penerbit

Banda Aceh : Fakultas Ekonomi Manajemen., 2024

Bahasa

Indonesia

No Classification

658.834 3

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ABSTRAK


Penelitian ini bertujuan untuk mengukur pengaruh Self-Expressive Brand,
Brand Attachment, dan Brand Trust terhadap Brand Advocacy yang dimediasi
oleh Brand Love pada pengguna produk Buttonscarves di Kota Banda Aceh.
Sampel yang digunakan pada penelitian ini adalah pelanggan Buttonscarves di
Kota Banda Aceh yang berjumlah 130 responden. Pengumpulan data dalam
penelitian ini ialah penyebaran kuesioner. Teknik pengambilan sampel yang
digunakan adalah purposive sampling. Structural Equation Modelling (SEM)
digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabelvariabel

yang terlibat. Berdasarkan hasil deskripsi statistik mengidentifikasi
bahwa Self-Expressive Brand, Brand Attachment, Brand Trust, Brand
Advocacy, dan Brand Love pada pengguna Buttonscarves di Kota Banda Aceh
sudah baik. Berdasarkan hasil analisis SEM Brand Love berpengaruh terhadap
Brand Advocacy, Self-Expressive Brand berpengaruh terhadap Brand
Advocacy, Brand Attachment berpengaruh terhadap Brand Advocacy, Brand
Trust berpengaruh terhadap Brand Advocacy, Self-Expressive Brand
berpengaruh terhadap Brand Love, Brand Attachment berpengaruh terhadap
Brand Love, Brand Trust berpengaruh terhadap Brand Love. Kemudian
berdasarkan hasil uji sobel ditemukan bahwa Brand Love memediasi secara
parsial pengaruh Self-Expressive Brand, Brand Attachment, dan Brand Trust
terhadap Brand Advocacy.
Kata Kunci : Brand Advocacy, Self-Expressive Brand, Brand Attachment,
Brand Trust, Brand Love

ABSTRACT This research aims to measure the influence of Self-Expressive Brand, Brand Attachment, and Brand Trust on Brand Advocacy mediated by Brand Love on Buttonscarves product users in Banda Aceh City. The sample used in this research consisted of 130 respondents who are Buttonscarves customers in Banda Aceh City. Data collection in this research was distributing of questionnaire. The sampling technique used was purposive sampling. Structural Equation Modeling (SEM) was used as the analysis method to determine the influence among the variables involved. Based on the results of the statistical description, it was identified that the Self-Expressive Brand, Brand Attachment, Brand Trust, Brand Advocacy and Brand Love of Buttonscarves users in Banda Aceh City were already good. Based on the results of SEM analysis, Brand Love has effect on Brand Advocacy, SelfExpressive Brand effect on Brand Advocacy, Brand Attachment has effect on Brand Advocacy, Brand Trust has effect on Brand Advocacy, Self-Expressive Brand has effect on Brand Love, Brand Attachment has effect on Brand Love, Brand Trust has effect on Brand Love. Furthermore, based on the results of the Sobel test, it was found that Brand Love partially mediates the influence of Self-Expressive Brand, Brand Attachment, and Brand Trust on Brand Advocacy. Keywords : Brand Advocacy, Self-Expressive Brand, Brand Attachment, Brand Trust, Brand Love

Citation



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