ZALDI, MUHAMMAD RIZKI (2025) PERAN MEDIASI REAKSI PSIKOLOGIS PADA PENGARUH PENGALAMAN MEREK TERHADAP LOYALITAS MEREK (Studi Pada Pengguna Marketplace Tokopedia Generasi Y dan Z di Indonesia). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of brand trust and brand love in mediating the effect of brand experience on brand loyalty in generation Y and Z Tokopedia marketplace users in Indonesia. The research method used is quantitative with a causal associative approach. Data collection was carried out through questionnaires and literature studies. The population in this study were Indonesians, with a sample of 200 respondents selected using purposive sampling. The data analysis method used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 analysis tool. The results of this study indicate that: (1) brand experience has no significant effect on brand loyalty. (2) brand experience has a positive and significant effect on brand trust. (3) brand experience has a positive and significant effect on brand love. (4) brand trust has a positive and significant effect on brand love. (5) brand trust has a positive and significant effect on brand loyalty. (6) brand love has a positive and significant effect on brand loyalty. (7) brand trust is able to mediate the effect of brand experience on brand loyalty. (8) brand love is able to mediate the effect of brand experience on brand loyalty. (9) brand trust and brand love are able to mediate the effect of brand experience on brand loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Studi ini bertujuan untuk mengetahui peran kepercayaan merek dan cinta merek dalam memediasi pengaruh pengalaman merek terhadap loyalitas merek pada pengguna marketplace Tokopedia generasi Y dan Z di Indonesia. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif kausal. Pengumpulan data dilakukan melalui kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah masyarakat Indonesia, dengan sampel sebanyak 200 responden yang dipilih menggunakan purposive sampling. Metode analisis data yang digunakan adalah Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan alat analisis SmartPLS 4. Hasil studi ini menunjukkan bahwa: (1) pengalaman merek tidak berpengaruh signifikan terhadap loyalitas merek. (2) pengalaman merek berpengaruh positif dan signifikan terhadap kepercayaan merek. (3) pengalaman merek berpengaruh positif dan signifikan terhadap cinta. (4) kepercayaan merek berpengaruh positif dan signifikan terhadap cinta merek. (5) kepercayaan merek berpengaruh positif dan signifikan terhadap loyalitas merek. (6) cinta merek berpengaruh positif dan signifikan terhadap loyalitas merek. (7) kepercayaan merek mampu memediasi pengaruh pengalaman merek terhadap loyalitas merek. (8) cinta merek mampu memediasi pengaruh pengalaman merek terhadap loyalitas merek. (9) kepercayaan merek dan cinta merek mampu memediasi pengaruh pengalaman merek terhadap loyalitas merek. | |||||||||
| Uncontrolled Keywords: | brand experience, brand trust, brand love, brand loyalty pengalaman merek, kepercayaan merek, cinta merek, loyalitas merek | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Muhammmad Rizki Zaldi | |||||||||
| Date Deposited: | 09 Sep 2025 06:32 | |||||||||
| Last Modified: | 09 Sep 2025 06:32 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53879 |
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