Pengaruh Produk Hedonik Terhadap Loyalitas Merek Yang Dimediasi Oleh Cinta Merek (Studi Pada Pengguna Sepatu Nike Di Universitas Muhammadiyah Surakarta)

Dwianto, Wahyu and , Dr. Rini Kuswati, S.E., M.Si. (2021) Pengaruh Produk Hedonik Terhadap Loyalitas Merek Yang Dimediasi Oleh Cinta Merek (Studi Pada Pengguna Sepatu Nike Di Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) NASKAH PUBLIKASI.pdf Download (331kB)
	PDF (Halaman Depan) HALAMAN DEPAN.pdf Download (396kB)
	PDF (Bab I) BAB I.pdf Download (148kB)
	PDF (Bab II) BAB II.pdf Restricted to Repository staff only Download (97kB) | Request a copy
	PDF (Bab III) BAB III.pdf Restricted to Repository staff only Download (165kB) | Request a copy
	PDF (Bab IV) BAB IV.pdf Restricted to Repository staff only Download (242kB) | Request a copy
	PDF (Bab V) BAB V.pdf Restricted to Repository staff only Download (7kB) | Request a copy
	PDF (Daftar Pustaka) DAFTAR PUSTAKA.pdf Download (77kB)
	PDF (Lampiran) LAMPIRAN.pdf Restricted to Repository staff only Download (259kB) | Request a copy
	PDF (Surat Pernyataan Publikasi) PERNYATAAN PUBLIKASI.pdf Restricted to Repository staff only Download (179kB) | Request a copy

Abstract

This study aims to analyse the effect of hedonic product on brand loyalty that mediates by brand love. This research was conducted on users the Nike shoes at the Muhammadiyah University of Surakarta. The sampling technique is probability sampling and the number of respondents is determined using the Hair formula, namely the number of indicators multiplied by 5-10. This research is quantitative research with a sample of 160 respondents. The data analysis technique used is SEM-PLS whose calculations are assisted by the Smart PLS 3.2.9 program. The results of data analysis show that hedonic product and brand have a significant positive effect on brand loyalty. The results of data analysis also show that variable brand love mediates the effect hedonic product on brand loyalty.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	hedonic product, brand love, and brand loyalty
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:	WAHYU DWIANTO
Date Deposited:	12 Nov 2021 01:16
Last Modified:	12 Nov 2021 01:16
URI:	http://eprints.ums.ac.id/id/eprint/95493

Actions (login required)

View Item