Pengaruh Merek Ekspresif Diri Terhadap Loyalitas Merek Yang Di Mediasi Oleh Kecintaan Merek Pada Produk Uniqlo

Giri, Muhammad Purnama and -, Dr. RIni Kuswati, S.E., M.Si (2021) Pengaruh Merek Ekspresif Diri Terhadap Loyalitas Merek Yang Di Mediasi Oleh Kecintaan Merek Pada Produk Uniqlo. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of self-expressive brands on brand loyalty mediated by brand love. This research is a quantitative study using a sample of 140 respondents, namely students in the city of Surakarta. This study uses the Roscoe method with the type of sample collection using purposive sampling where the researcher provides specific criteria for sampling. The data collection method used a questionnaire. The data analysis techniques used were validity test, reliability test, Multikolinearitas test, Normalitas test, Hayes Macro Regression Analysis, regression coefficient test and partial test (t test), simultaneous significant test (f test), determination coefficient test (R2). The results of this study explain that self-expressive brand affects brand loyalty mediated by brand love for uniqlo products.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	self-expressive brand, brand loyalty, brand love
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MUHAMMAD PURNAMA GIRI
Date Deposited:	23 Jul 2021 03:02
Last Modified:	23 Jul 2021 03:02
URI:	http://eprints.ums.ac.id/id/eprint/92274

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