Pengaruh Brand Communication dimediasi Brand Personality terhadap Brand Loyalty di Indonesia

Authors

  • Andhika Tria Nanda Universitas Trisakti , Indonesia
  • Sri Vandayuli Riorini Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.13681

Keywords:

Brand Communication, Brand Personality, Brand Loyalty

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand communication terhadap brand personality, brand personality terhadap brand Loyalty, brand communication terhadap brand loyalty dimediasi oleh brand Personality. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 220 responden dengan teknik pengambilan sampel yaitu purposive sampling. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan menggunakan software AMOS 21. Hasil penelitian menunjukkan bahwa pengaruh positif Brand Communication terhadap Brand Personality, positif Brand Personality terhadap Brand Loyalty, positif Brand Communication terhadap Brand Loyalty yang dimediasi oleh Brand Personality.

References

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Chinomona, R. 2016. Brand Communication, Brand Image and Brand Trust Asantecedents of Brand Loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies.

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Arenggoasih, W. 2016. Pengaruh Brand Communication, Service Quality dan Brand Personality Anggota Dewan Terpilih Melalui Brand Trust Terhadap Brand Loyalty Pemilih (Studi Partai Politik Gerindra). Jurnal Interaksi, Vol.5, No.2.

Gelder, S.V. 2005. Global Brand Strategy. London: Kogan Page.

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Published

14-02-2024

How to Cite

Nanda, A. T., & Riorini, S. V. (2024). Pengaruh Brand Communication dimediasi Brand Personality terhadap Brand Loyalty di Indonesia. Jurnal Pendidikan Tambusai, 8(1), 8579–8586. https://doi.org/10.31004/jptam.v8i1.13681

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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