Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengetahui pengaruh pada emotional brand attachment terhadap consumer-based brand equity yang dimediasi oleh brand credibility dan consumer satisfaction pada konsumen smartphone brand samsung. pada penelitian ini sampel yang digunakan adalah konsumen smartphone brand samsung di kota banda aceh. peralatan pengumpulan data yang digunakan dalam penelitian ini adalah dengan menyebarkan kuesioner dan menggunakan metode purpossive sampling. survey dilakukan pada 168 responden yang merupakan konsumen dari smartphone brand samsung di kota banda aceh. teknik analisis data dalam penelitian ini adalah structural equation modeling (sem) dengan menggunakan program komputer ibm spss amos. hasil analisis pada penelitian ini memperlihatkan bahwa emotional brand attachment memiliki pengaruh signifikan terhadap brand credibility, dan consumer satisfaction. namun emotional brand attachment tidak memiliki pengaruh signifikan terhadap consumer-based brand equity. brand credibility dan consumer satisfaction memiliki pengaruh signifikan sebagai mediator yang memediasi hubungan antara emotional brand attachment terhadap consumer-based brand equity.

This study aims to determine the effect of Emotional Brand Attachment on Consumer-Based Brand Equity mediated by Brand Credibility and Consumer Satisfaction on Samsung brand smartphone consumers. In this study, the sample used was Samsung brand smartphone consumers in Banda Aceh City. Data collection apparatus was implemented in this investigation to disseminate questionnaires and implement purposive sampling strategies. The survey was administered to 168 respondents in Banda Aceh who are Samsung brand smartphone consumers. The IBM SPSS AMOS computer program is employed to conduct Structural Equation Modeling (SEM) data analysis in this study. The analysis conducted in this study demonstrates that Emotional Brand Attachment has a substantial impact on Brand Credibility and Consumer Satisfaction, but it does not have a significant impact on Consumer-Based Brand Equity. In addition, Brand Credibility and Consumer Satisfaction have a significant influence as mediators that mediate the relationship between Emotional Brand Attachment to Consumer-Based Brand Equity.