Hermawan, Hendra (2022) Meningkatkan Resonansi Merek Melalui Citra Merek dan Cinta Merek (Studi Pada Pengguna Apple Macbook). Master thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This research was conducted with the aim of developing a basic theoretical model and a new empirical research model to resolve the gap in the results of previous studies regarding the role of Corporate Social Responsibility perceived by a company on Brand Resonance. This research uses descriptive and explanatory quantitative methods. The object of research is Apple MacBook users in the MacBook Indonesia User Facebook Group. The sampling technique in this study used a non-probability sampling technique, namely the purposive method (purposive sampling) with a population of 1,328 people and a sample of 151 people. The data analysis technique used Partial Least Square (PLS) with SmartPLS 3.2.9 software. The results of the research are: 1) Perceived CSR has a positive but not significant effect on Brand Resonance; 2) Brand Experience has a positive and significant effect on Brand Resonance; 3) Perceived CSR has a positive and significant effect on Brand Image; 4) Perceived CSR has a positive and significant effect on Brand Love; 5) Brand Experience has a positive and significant effect on Brand Image; 6) Brand Experience has a positive and significant effect on Brand Love; 7) Brand Image has a positive and significant effect on Brand Love; 8) Brand Image has a positive and significant effect on Brand Resonance; 9) Brand Love has a positive and significant effect on Brand Resonance. In addition, 1) Brand Image and Brand Love are able to mediate the effect of Perceived CSR on Brand Resonance; 2) Brand Image and Brand Love are able to mediate the effect of Brand Experience on Brand Resonance.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Penelitian ini dilakukan dengan tujuan untuk mengembangkan model teoritikal dasar dan model penelitian empiris baru untuk menyelesaikan kesenjangan (gap) hasil-hasil penelitian sebelumnya mengenai peran Tanggung Jawab Sosial Perusahaan yang dirasakan suatu perusahaan terhadap Resonansi Merek. Penelitian ini menggunakan metode kuantitatif deskriptif dan eksplanatori. Objek penelitian adalah pengguna Apple MacBook di Grup Facebook MacBook Indonesia User. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik non probability sampling yaitu metode purposive (purposive sampling) dengan jumlah populasi sebesar 1.328 orang dan sampel berjumlah 151 orang. Teknik analisis data menggunakan Partial Least Square (PLS) dengan perangkat lunak SmartPLS 3.2.9. Hasil penelitian diketahui : 1) Tanggung Jawab Sosial Perusahaan Yang Dirasakan berpengaruh positif namun tidak signifikan terhadap Resonansi Merek; 2) Pengalaman Merek berpengaruh positif dan signifikan terhadap Resonansi Merek; 3) Tanggung Jawab Sosial Perusahaan Yang Dirasakan berpengaruh positif dan signifikan terhadap Citra Merek; 4) Tanggung Jawab Sosial Perusahaan Yang Dirasakan berpengaruh positif dan signifikan terhadap Cinta Merek; 5) Pengalaman Merek berpengaruh positif dan signifikan terhadap Citra Merek; 6) Pengalaman Merek berpengaruh positif dan signifikan terhadap Cinta Merek; 7) Citra Merek berpengaruh positif dan signifikan terhadap Cinta Merek; 8) Citra Merek berpengaruh positif dan signifikan terhadap Resonansi Merek; 9) Cinta Merek berpengaruh positif dan signifikan terhadap Resonansi Merek. Selain itu 1) Citra Merek dan Cinta Merek mampu memediasi pengaruh Tanggung Jawab Sosial Perusahaan Yang Dirasakan terhadap Resonansi Merek; 2) Citra Merek dan Cinta Merek mampu memediasi pengaruh Pengalaman Merek terhadap Resonansi Merek. | |||||||||
| Uncontrolled Keywords: | Perceived CSR, Brand Resonance, Brand Experience, Brand Image, Brand Love Tanggung Jawab Sosial Perusahaan Yang Dirasakan, Resonansi Merek, Pengalaman Merek, Citra Merek, Cinta Merek | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 08-Pascasarjana > 61101-Magister Manajemen 08-Pascasarjana |
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| Depositing User: | Hendra Hermawan | |||||||||
| Date Deposited: | 10 Oct 2023 15:18 | |||||||||
| Last Modified: | 10 Oct 2023 15:18 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/30269 |
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