Musdalifa, Musdalifa (2026) Pengaruh Brand Experience, Self-Brand Connection, Dan Brand Affection Terhadap Brand Loyalty Pada Konsumen Generasi Z Di Fore Coffee. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the influence of Brand Experience, Self-Brand Connection, and Brand Affection on Brand Loyalty among Generation Z consumers at Fore Coffee. The study employed a quantitative approach with a descriptive method and cross-sectional design. Primary data were collected through an online questionnaire distributed to 202 respondents who met the criteria. Data were analyzed using Structural Equation Modeling based on Partial Least Squares with WarpPLS. The results show that Brand Experience has a positive and significant effect on Self-Brand Connection, Brand Affection, and Brand Loyalty. Self-Brand Connection has a positive and significant effect on Brand Loyalty, while Brand Affection does not have a significant effect on Brand Loyalty. These findings indicate that brand experience strengthens self-identity connection and encourages loyalty, but emotional feelings alone are not sufficient to build long-term loyalty. behavior.
| 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: | MUSDALIFA MUSDALIFA |
| Date Deposited: | 15 Apr 2026 07:21 |
| Last Modified: | 15 Apr 2026 07:21 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14168 |
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