EFEK MEDIASI PERSEPSI NILAI TRANSAKSI, NILAI AKUISISI, DAN KETERLIBATAN PESAN-RESPON DALAM PENGARUH IDENTITAS MEREK TERHADAP LOYALITAS PELANGGAN

AHMAD AL HAKIM (2022) EFEK MEDIASI PERSEPSI NILAI TRANSAKSI, NILAI AKUISISI, DAN KETERLIBATAN PESAN-RESPON DALAM PENGARUH IDENTITAS MEREK TERHADAP LOYALITAS PELANGGAN. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

PENELITIAN INI BERTUJUAN MENGIDENTIFIKASI, MENGUJI, DAN MENGANALISIS EFEK MEDIASI PERCEIVED TRANSACTION VALUE, PERCEIVED ACQUISITION VALUE, DAN MESSAGE-RESPONSE INVOLVEMENT DALAM PENGARUH BRAND IDENTITY TERHADAP CUSTOMER LOYALTY. PENELITIAN INI MENGGUNAKAN SAMPEL SEBAGAI DATA PRIMER SEBANYAK 203 RESPONDEN YANG TELAH MENGGUNAKAN PRODUK NIKE SELAMA LEBIH DARI ENAM BULAN. TEKNIK PENGAMBILAN SAMPEL MENGGUNAKAN METODE PURPOSIVE SAMPLING DARI NON PROBABILITY SAMPLING. ANALISIS DATA UJI PENGARUH MENGGUNAKAN SEM (STRUCTURAL EQUATION MODELLING) DENGAN PROGRAM AMOS 26. HASIL PENELITIAN MENUNJUKKAN BAHWA BRAND IDENTITY MEMILIKI PENGARUH POSITIF SIGNIFIKAN TERHADAP PERCEIVED TRANSACTION VALUE, PERCEIVED ACQUISITION VALUE, DAN MESSAGE-RESPONSE INVOLVEMENT. PERCEIVED TRANSACTION VALUE DAN PERCEIVED ACQUISITION VALUE TIDAK MEMILIKI PENGARUH SIGNIFIKAN TERHADAP CUSTOMER LOYALTY. MESSAGE-RESPONSE INVOLVEMENT MEMILIKI PENGARUH POSITIF SIGNIFIKAN TERHADAP CUSTOMER LOYALTY. SEDANGKAN PERCEIVED TRANSACTION VALUE, PERCEIVED ACQUISITION VALUE, DAN MESSAGE-RESPONSE INVOLVEMENT MEMEDIASI PENGARUH ANTARA BRAND IDENTITY TERHADAP CUSTOMER LOYALTY.

Item Type: Thesis (S1)
Uncontrolled Keywords: BRAND IDENTITY, PERCEIVED TRANSACTION VALUE, PERCEIVED ACQUISITION VALUE, MESSAGE-RESPONSE INVOLVEMENT, CUSTOMER LOYALTY
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User: M. Erdiansyah
Date Deposited: 10 Sep 2022 03:20
Last Modified: 10 Sep 2022 03:20
URI: https://etd.umy.ac.id/id/eprint/33819

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