Yopita, Linda (2024) MENINGKATKAN BRAND LOYALTY DENGAN CUSTOMER RELATIONSHIP MANAGEMENT SEBAGAI PEMODERASI (Studi pada Konsumen Hotel Horison Grup di Banten). Master thesis, Universits Sultan Ageng Tirtayasa.
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Abstract
This study aims to analyze the influence of brand image on brand loyalty; the influence of brand personality on brand loyalty; the influence of brand image on brand personality; CRM moderation on the relationship between brand image and brand loyalty; and CRM moderation on the relationship between brand personality and brand loyalty. The research method uses a causality approach. The respondents of the study were consumers of the Horison Group Hotel in Banten with a sample size of 140 people determined through purposive sampling. The results of the study concluded that brand image has a positive and significant effect on brand loyalty, so that the stronger the brand image, the stronger the brand loyalty. Brand personality has a positive and significant effect on brand loyalty, so that the stronger the brand personality, the stronger the brand loyalty. Brand image has a positive and significant effect on brand personality, so that the stronger the brand image, the stronger the brand personality. CRM does not moderate the relationship between brand image and brand loyalty. CRM moderates the relationship between brand personality and brand loyalty, because the interaction between CRM and brand personality can strengthen brand loyalty.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisa pengaruh brand image terhadap brand loyalty; pengaruh brand personalty terhadap brand loyalty; pengaruh brand image berpengaruh terhadap brand personalty; moderasi CRM pada hubungan brand image terhadap brand loyalty; dan moderasi CRM pada hubungan brand personality terhadap brand loyalty. Metode penelitian menggunakan pendekatan kausalitas. Responden penelitian adalah konsumen Hotel Horison Grup di Banten dengan jumlah sampel ditentukan 140 orang melalui purposive sampling. Hasil penelitian menyimpulkan bahwa, brand image berpengaruh positif dan signifikan terhadap brand loyalty, sehingga semakin kuat brand image maka semakin kuat brand loyalty. Brand personality berpengaruh positif dan signifikan terhadap brand loyalty, sehingga semakin kuat brand personality maka semakin kuat brand loyalty. Brand image berpengaruh positif dan signifikan terhadap brand personality, sehingga semakin kuat brand image maka semakin kuat brand personality. CRM tidak memoderasi hubungan brand image terhadap brand loyalty. CRM memoderasi hubungan brand personality terhadap brand loyalty, karena interaksi CRM dan brand personality dapat memperkuat brand loyalty. | |||||||||
| Uncontrolled Keywords: | Brand Image, Brand Loyalty, Brand Personality, Customer Relationship Management Brand Image, Brand Loyalty, Brand Personality, Customer Relationship Management | |||||||||
| Subjects: | Communication > Public Relations Science H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce H Social Sciences > HF Commerce L Education > L Education (General) Communication > Communication (General) |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 08-Pascasarjana > 61101-Magister Manajemen |
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| Depositing User: | Mrs. Linda Yopita | |||||||||
| Date Deposited: | 01 Feb 2025 11:33 | |||||||||
| Last Modified: | 01 Feb 2025 11:33 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/45277 |
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