Nugroho, Clever Boli (2026) Analisis Pengaruh Brand Coolness, Brand Love, dan Brand Engagement Terhadap Customer Delight Pada Generasi Z Pengguna Iphone. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the influence of brand coolness, brand love, and brand engagement on customer delight among Generation Z iPhone users in Surabaya. The study uses a quantitative approach with a cross-sectional design and primary data obtained through an online survey using a questionnaire with purposive sampling. Data analysis uses Structural Equation Modeling based on Partial Least Squares. The results show that brand coolness has a positive and significant effect on brand love and brand engagement, and brand love and brand engagement have a positive and significant effect on customer delight. This indicates that a brand perceived as unique, attractive, and cool is able to strengthen emotional attachment and consumer engagement, thereby creating experiences that exceed expectations among Generation Z iPhone users in Surabaya. Keywords: brand coolness; brand love; brand engagement; customer delight
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | CLEVER BOLI NUGROHO |
| Date Deposited: | 10 Apr 2026 02:58 |
| Last Modified: | 10 Apr 2026 02:58 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13926 |
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