Artikel Ilmiah : C1B019101 a.n. VIVI DWI ERIANTI
| NIM | C1B019101 |
|---|---|
| Namamhs | VIVI DWI ERIANTI |
| Judul Artikel | PERAN SELF CONGRUITY DAN BRAND IMAGE DALAM MEMEDIASI PENGARUH BRAND PERSONALITY TERHADAP BRAND LOVE (Studi Pada Konsumen Coffee Shop Praketa Purwokerto) |
| Abstrak (Bhs. Indonesia) | Penelitian ini merupakan studi empiris dengan judul “Peran Self Congruity dan Brand Image dalam Memediasi Pengaruh Brand Personality terhadap Brand Love (Studi Pada Konsumen Coffee Shop Praketa Purwokerto)”. Tujuan dari penelitian ini yaitu untuk menganalisis peran mediasi self congruity dan brand image pada pengaruh brand personality terhadap brand love. Populasi dalam penelitian ini adalah konsumen coffee shop Praketa Purwokerto. Sampel pada penelitian ini sebanyak 208 responden yang diambil menggunakan metode accidental sampling. Data dianalisis menggunakan Structural Equation Modeling (SEM) dan diolah dengan software AMOS 24. Hasil penelitian menunjukkan bahwa : (1) Brand Personality berpengaruh positif terhadap Brand Love. (2) Brand Personality berpengaruh positif terhadap Self Congruity. (3) Brand Personality berpengaruh positif terhadap Brand Image. (4) Self Congruity berpengaruh positif terhadap Brand Love. (5) Brand Image berpengaruh positif terhadap Brand Love. (6) Self Congruity dapat memediasi Brand Personality Terhadap Brand Love secara signifikan. (7) Brand Image dapat memediasi Brand Personality Terhadap Brand Love secara signifikan. |
| Abtrak (Bhs. Inggris) | This research is an empirical study with the title "The Role of Self Congruity and Brand Image in Mediating the Influence of Brand Personality on Brand Love (Study on Consumers of Coffee Shop Praketa Purwokerto)". The purpose of this study is to analyze the mediating role of self-congruity and brand image on the influence of brand personality on brand love. The population in this study were consumers of coffee shop Praketa Purwokerto. The sample in this study were 208 respondents who were taken using the accidental sampling method. Data were analyzed using Structural Equation Modeling (SEM) and processed with AMOS 24 software. The results showed that: (1) Brand Personality has a positive effect on Brand Love. (2) Brand Personality has a positive effect on Self Congrity. (3) Brand Personality has a positive effect on Brand Image. (4) Self Congruity has a positive effect on Brand Love. (5) Brand Image has a positive effect on Brand Love. (6) Self Congruity can significantly mediate Brand Personality to Brand Love. (7) Brand Image can significantly mediate Brand Personality to Brand Love. |
| Kata kunci | Brand Personality, Self Congruity, Brand Image, Brand Love. |
| Pembimbing 1 | Prof. Dra. Sri Murni Setyawati, MM., Ph.D |
| Pembimbing 2 | Chandra Suparno, S.E., M.Si |
| Pembimbing 3 | Dr. Weni Novandari, S.E., M.M |
| Tahun | 2023 |
| Jumlah Halaman | 12 |
| Tgl. Entri | 2023-03-27 11:45:43.325282 |