PENGARUH EKUITAS MEREK, KEUNIKAN MEREK DAN KEPRIBADIAN MEREK TERHADAP LOYALITAS KONSUMEN FASHION MEREK EXECUTIVE DI BANDAR LAMPUNG
| Main Author: | CHINTYA FANI, 1611011084 |
|---|---|
| Format: | Bachelors NonPeerReviewed Book Report |
| Terbitan: |
FAKULTAS EKONOMI DAN BISNIS
, 2020
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| Subjects: | |
| Online Access: |
http://digilib.unila.ac.id/61378/1/ABSTRAK.pdf http://digilib.unila.ac.id/61378/2/SKRIPSI%20FULL.pdf http://digilib.unila.ac.id/61378/3/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf http://digilib.unila.ac.id/61378/ |
Daftar Isi:
- Industri fashion merupakan salah satu industri kreatif yang memberikan kontribusi besar bagi Indonesia. Industri fashion saat ini telah melesat menjadi salah satu primadona di subsektor industri kreatif. Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek, keunikan merek dan kepribadian merek terhadap loyalitas konsumen fashion merek executive di Bandar Lampung. Keunikan merek memiliki pengaruh terhadap loyalitas konsumen. Executive dipandang memiliki tingkat keunikan jika dibandingkan dengan merek fashion lainnya. Ekuitas merek berpengaruh terhadap loyalitas. Implikasi dari diterimanya hipotesis ini Executive perlu mempertahankan ekuitas mereknya dengan memperhatikan kualitas produknya. Kepribadian merek berpengaruh terhadap loyalitas. Implikasi dari diterimanya hipotesis ini Executive perlu mendesain produk fashion yang sesuai dengan model terkini sehingga kepribadian konsumen tercermin juga pada kepribadian merek fashion Executive. Kata kunci : keunikan merek, ekuitas merek, kepribadian merek dan loyalitas The fashion industry is one of the creative industries that has made a major contribution to Indonesia. The fashion industry has now become one of the prima donna in the creative industry subsector. This study aims to determine the effect of brand equity, brand uniqueness and brand personality on consumer loyalty in fashion brand executives in Bandar Lampung. The uniqueness of the brand has an influence on consumer loyalty. Executives are seen as unique compared to other fashion brands. Brand equity has an effect on loyalty. The implication of accepting this hypothesis is that Executive needs to maintain its brand equity by paying attention to the quality of its products. Brand personality influences loyalty. The implication of accepting this hypothesis is that the Executive needs to design fashion products that fit the current model so that the consumer's personality is also reflected in the personality of the Executive fashion brand. Keywords: brand uniqueness, brand equity, brand personality and loyalty