Pengaruh Self-Congruity terhadap brand loyalty studi kasus pada konsumen brand minuman cokelat 'MILO' = The impact of Self-Congruity to brand loyalty : a study on 'MILO' consumers
| Main Author: | Sheren Shusmita, author |
|---|---|
| Format: | Bachelors |
| Terbitan: |
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia
, 2016
|
| Subjects: | |
| Online Access: |
http://lib.ui.ac.id/file?file=digital/2016-5/20421604-S62256-Sheren Shusmita.pdf |
Daftar Isi:
- [<b>ABSTRAK</b><br> Penelitian ini membahas mengenai kesesuaian diri konsumen anak dengan brand (self-congruity) yang memengaruhi loyalitas brand (brand loyalty). Pengaruh antara self-congruity dan brand loyalty tersebut dimediasi oleh kualitas hubungan dengan brand (brand relationship quality). Sebanyak 104 responden, yang merupakan konsumen brand MILO berusia 11-14 tahun, berpartisipasi dalam penelitian ini. Analisis data dilakukan dengan Structural Equation Modelling (SEM) yang diolah menggunakan program SPSS 22 dan AMOS 21. Hasil penelitian menunjukkan bahwa self-congruity tidak memengaruhi brand loyalty secara signifikan. Sementara itu, self-congruity berpengaruh signifikan terhadap brand relationship quality dan brand relationship quality berpengaruh signifikan terhadap brand loyalty. Maka penelitian ini menunjukkan bahwa self-congruity dapat berpengaruh signifikan terhadap brand loyalty apabila dimediasi oleh brand relationship quality. <b>ABSTRACT</b><br> This research examines the impact of self-congruity on brand loyalty. The impact of self-congruity to brand loyalty is mediated by brand relationship quality. 104 children, which are consumers of MILO chocolate drink aged between 11-14 years old, participated in this study. Researcher uses Structural Equation Modelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. This research finds that self-congruity does not have significant impact toward brand loyalty. However, self-congruity impacts brand relationship quality significantly and brand relationship quality also impacts brand loyalty significantly. Hence, this research indicates that self-congruity can impact brand loyalty significantly if it is mediated by brand relationship quality., This research examines the impact of self-congruity on brand loyalty. The impact of self-congruity to brand loyalty is mediated by brand relationship quality. 104 children, which are consumers of MILO chocolate drink aged between 11-14 years old, participated in this study. Researcher uses Structural Equation Modelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. This research finds that self-congruity does not have significant impact toward brand loyalty. However, self-congruity impacts brand relationship quality significantly and brand relationship quality also impacts brand loyalty significantly. Hence, this research indicates that self-congruity can impact brand loyalty significantly if it is mediated by brand relationship quality.]