%K Brand Image, Brand Loyalty, Brand Personality, Customer Relationship Management
Brand Image, Brand Loyalty, Brand Personality, Customer Relationship Management
%A Linda Yopita
%L eprintuntirta45277
%X 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.
%D 2024
%I Universits Sultan Ageng Tirtayasa
%O 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.
%T MENINGKATKAN BRAND LOYALTY DENGAN CUSTOMER
RELATIONSHIP MANAGEMENT SEBAGAI PEMODERASI
(Studi pada Konsumen Hotel Horison Grup di Banten)