The Study of Brand Loyalty in The Fountain Waterpark and Resto Ungaran

Chandrasari, Paramita Eka (2024) The Study of Brand Loyalty in The Fountain Waterpark and Resto Ungaran. Masters thesis, STIE Bank BPD Jateng.

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Abstract

ABSTRACT The research objectives are to analyze the influence of electronic word of mouth and product quality on brand image, analyze the influence of brand image on psychological involvement and brand loyalty, analyze psychological involvement on brand loyalty, analyze the mediation of psychological involvement on the influence of brand image on brand loyalty. The population in this study were all customers of The Fountain Waterpark and Resto Ungaran. The sampling technique is that visitors visit at least once and can access the internet. The sampling technique is a non-probability technique with purposive sampling provisions which explain that the research indicators are multiplied by a minimum of 5 – 10. The sample for this research was obtained by 20 x 10 = 200 respondents with data collection starting in February 2024 using Google form. The data analysis technique uses SEM PLS. The research results found that electronic word of mouth and product quality had a positive and significant effect on brand image, brand image had a positive and significant effect on psychological involvement and brand loyalty, psychological involvement had a positive and significant effect on brand loyalty, psychological involvement was able to mediate the effect of brand image on brand loyalty. Keywords : Brand Loyalty; Psychological Engagement, Brand Image; E-WOM; Product Quality

Item Type:	Thesis (Masters)
Additional Information:	Tujuan penelitian yakni menganalisis pengaruh elektonic word of mouth dan kualitas produk terhadap citra merek, menganalisis pengaruh citra merek terhadap keterlibatan psikologis dan loyalitas merek, menganalisis keterlibatan psikologis terhadap loyalitas merek, menganalisis mediasi keterlibatan psikologis pada pengaruh citra merek terhadap loyalitas merek. Populasi dalam penelitian ini adalah seluruh pelanggan The Fountain Waterpark and Resto Ungaran. Teknik pengambilan sampel adalah pengunjung minimal 1 kali kunjungan dan dapat mengakses internet. Teknik penentuan sampel adalah teknik non-probability dengan ketentuan purposive sampling yang menjelaskan bahwa indikator penelitian dikalikan minimal 5 – 10. Sampel penelitian ini diperoleh sebanyak 20 x 10 = 200 responden dengan pengambilan data akan dimulai pada bulan Februari 2024 menggunakan google form. Teknik analisis data menggunakan SEM PLS. Hasil penelitian menemukan bahwa elektonic word of mouth dan kualitas produk berpengaruh positif signifikan terhadap citra merek, citra merek berpengaruh positif signifikan terhadap keterlibatan psikologis dan loyalitas merek, keterlibatan psikologis berpengaruh positif signifikan terhadap loyalitas merek, keterlibatan psikoligis mampu memediasi pada pengaruh citra merek terhadap loyalitas merek. Kata Kunci : Loyalitas Merek; Keterlibatan Psikologis, Citra Merek; E-WOM; Kualitas Produk
Uncontrolled Keywords:	semaranG222
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	25 Mar 2024 01:46
Last Modified:	25 Mar 2024 01:46
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1955

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