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EMOTIONAL BRAND ATTACHMENT AND BRAN LOVE MEDIATE SATISFACTION TO LOYALTY ON PRODUCT LAPTOP
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Pandemi covid-19 mengharuskan semua aktivitas dilakukan didalam rumah. Hal tersebut menjadikan subuah alat elektronik laptop menjadi salah satu alat penunjang kegiatan sehari-hari selama masa pandmi covid-1. Studi ini menawarkan model penelitian berupa peran emotional brand attachment dan brand love terhadap brand satisfaction pada brand loyalty melalui sebuah model impiris yang dianalisis dengan Structural Equation Modelling (SEM). Penelitian ini bertujuan (1) mengetahui pengaruh brand satisfaction terhadap brand loyalty, (2) mengetahui pengaruh brand satisfaction terhadap emotional brand attachment, (3) mengetahui pengaruh brand satisfaction terhadap brand love, selain itu (3) mengetahui pengaruh emotional brand attachment terhadap brand love, (4) mengetahui pengaruh emotional brand attachment terhadap brand loyalty, serta (5) mengetahui pengaruh brand love terhadap brand loyalty. Dalam hasil penelitian ini terdapat 4 hipotesis diterima dan 2 hipotesis ditolak.
Institut Shanti Bhuana
Title: EMOTIONAL BRAND ATTACHMENT AND BRAN LOVE MEDIATE SATISFACTION TO LOYALTY ON PRODUCT LAPTOP
Description:
Pandemi covid-19 mengharuskan semua aktivitas dilakukan didalam rumah.
Hal tersebut menjadikan subuah alat elektronik laptop menjadi salah satu alat penunjang kegiatan sehari-hari selama masa pandmi covid-1.
Studi ini menawarkan model penelitian berupa peran emotional brand attachment dan brand love terhadap brand satisfaction pada brand loyalty melalui sebuah model impiris yang dianalisis dengan Structural Equation Modelling (SEM).
Penelitian ini bertujuan (1) mengetahui pengaruh brand satisfaction terhadap brand loyalty, (2) mengetahui pengaruh brand satisfaction terhadap emotional brand attachment, (3) mengetahui pengaruh brand satisfaction terhadap brand love, selain itu (3) mengetahui pengaruh emotional brand attachment terhadap brand love, (4) mengetahui pengaruh emotional brand attachment terhadap brand loyalty, serta (5) mengetahui pengaruh brand love terhadap brand loyalty.
Dalam hasil penelitian ini terdapat 4 hipotesis diterima dan 2 hipotesis ditolak.
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