Electronic Theses and Dissertation

Penelitian ini meneliti pengaruh perilaku entertainment social dan perilaku borderline pathological terhadap brand equity, dengan peran mediasi self-brand connection, dari perspektif pelanggan oreo blackpink di banda aceh. data dikumpulkan melalui kuesioner yang diisi oleh 160 responden, dan teknik analisis yang digunakan adalah structural equation modelling (sem). hasil penelitian menunjukkan bahwa perilaku entertainment social maupun perilaku borderline pahtological tidak secara langsung atau tidak langsung mempengaruhi brand equity. selain itu, temuan juga mengungkapkan bahwa self-brand connection tidak memiliki dampak langsung terhadap ekuitas brand equity.

This research examines the influence of entertainment social and borderline pathological behaviours on brand equity intention, with the mediating role of self-brand connection, from the perspective of Oreo Blackpink customers in Banda Aceh. Data were collected through a questionnaire completed by 160 respondents, and the analysis technique used was Structural Equation Modelling (SEM). The results indicated that neither entertainment social nor borderline pathological behaviours directly or indirectly influence brand equity. Furthermore, the findings revealed that self-brand connection does not have a direct impact on brand equity.