Wahyuni, Siska Nur (2021) Peran Moderasi Brand Relationship pada Pengaruh Brand Satisfaction terhadap Brand Loyalty Pelanggan Lazada di Instagram. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This study aims to determine the effect of brand satisfaction, brand relationship, brand loyalty Lazada on Instagram in the East Java region of Indonesia. The sampling technique used in this study uses convenience sampling. Data collection techniques used a online questionnaire by distributing 150 samples in the East Java Region of Indonesia area. The independent variable is brand satisfaction, the variable depends on the brand loyalty, the brand relationship as moderator variable. The results of this study are brand satisfaction has a significant effect on brand loyalty, and brand relationship has a significant effect on brand satisfaction and brand loyalty. Data analysis techniques in this study used descriptive analysis and statistical analysis using Structural Equation Modelling. Keywords : Brand Satisfaction, Brand Relationship, Brand Loyalty
| Item Type: | Thesis (Undergraduate) |
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| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | SISKA NUR WAHYUNI |
| Date Deposited: | 12 Oct 2021 05:28 |
| Last Modified: | 12 Oct 2021 05:28 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8025 |
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