Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengukur peran mediasi identitas merek dan self-brand connection pada pengaruh kredibilitas merek terhadap loyalitas merek pelanggan buttonscarves. sampel yang digunakan dalam penelitian ini adalah seluruh pengguna buttonscarves di indonesia. pelanggan buttonscarvesberjumlah 200 responden. peralatan pengumpulan data yang digunakan dalam penelitian ini adalah kuisioner. teknik pengambilan sampel yang digunakan adalah purposive sampling. analisis data dengan amos menggunakan structural equation modeling sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil analisis mengidentifikasi bahwa kredibilitas merek berpengaruh signifikan terhadap identitas merek dan self brand connection. kemudian kredibilitas merek berpengaruh signifikan terhadap loyalitas merek. identitas merek dan self brand connection juga berpengaruh signifikan terhadap loyalitas merek. kemudian juga ditemukan bahwa peran identitas merek dan self brand connection dalam memediasi pengaruh kredibilitas merek terhadap loyalitas merek adalah mediasi parsial. kata kunci: kredibilitas merek, identitas merek, self-brand connection dan loyalitas merek

This research aims to measure the mediating role of Brand Identity and Self-Brand Connection on the influence of Brand Credibility on Brand Loyalty of Buttonscarves customers. The sample used in this research was all Buttonscarves users in Indonesia. Customer Buttonscarves, totaling 200 respondents. The data collection equipment used in this research was a questionnaire. The sampling technique used was Purposive Sampling. Data analysis with AMOS uses Structural Equation Modeling as an analysis method to determine the influence between the variables involved. Based on the analysis results, it is identified that Brand Credibility has a significant effect on Brand Identity and Self Brand Connection. Then Brand Credibility has a significant effect on Brand Loyalty. Brand Identity and Self Brand Connection also have a significant effect on Brand Loyalty. Then it was also found that the role of Brand Identity and Self Brand Connection in mediating the influence of Brand Credibility on Brand Loyalty was partial mediation. Keywords: Brand Credibility, Brand Identity, Self-Brand Connection and Brand Loyalty.