Pengaruh Keterikatan Merek terhadap Loyalitas Merek dengan Mediasi Kepuasan Merek Pelanggan Maybelline di Shopee

Nariswari, Islah Cahyarani (2021) Pengaruh Keterikatan Merek terhadap Loyalitas Merek dengan Mediasi Kepuasan Merek Pelanggan Maybelline di Shopee. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.

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Abstract

The purpose of this study was to analyze the effect of brand linkage on brand loyalty by mediating Maybelline customer brand satisfaction at Shopee. The sample in this study were Maybelline customers at Shopee as many as 130 respondents with a sampling technique using a non-probability sampling technique. Data collection techniques in this study were carried out by distributing online questionnaires using google form. The data analysis technique in this study used SEM WarpPLs 7.0. The results of this study prove that customer brand engagement has a significant positive effect on brand loyalty, customer brand engagement significantly has a positive effect on brand satisfaction, brand satisfaction has a significant positive effect on brand loyalty, and brand satisfaction mediates brand attachment on brand loyalty. Keyword : Customer Brand Engagement, Brand Satisfaction, Brand Loyalty

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: ISLAH CAHYARANI NARISWARI
Date Deposited: 07 Oct 2021 08:42
Last Modified: 07 Oct 2021 08:42
URI: http://eprints.perbanas.ac.id/id/eprint/8198

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