Pengaruh Brand Reputation dan Emotional Attachment terhadap Brand Advocacy pada Konsumen Neslte di Indonesia
DOI:
https://doi.org/10.31004/jptam.v8i2.15025Keywords:
Brand Reputation, Emotional Attachment, Brand AdvocacyAbstract
Tujuan dari penelitian ini adalah untuk menguji pengaruh Brand Reputation dan Emotioan Attachment terhadap Brand Advocacy dalam konteks konsumen Nestle di Indonesia. Data untuk penelitian ini dikumpulkan dari individu yang telah melakukan pembelian produk Nestle. Penelitian ini menggunakan pendekatan kuantitatif dan menerapkan structural equation model (SEM) sebagai alat analisis untuk menilai hubungan antara Brand Reputation, Emotional Attachment dan Brand Advocacy. Temuan dari penelitian ini diharapkan dapat memberikan pemahaman tentang faktor-faktor yang memengaruhi niat konsumen untuk membeli produk Nestle dan memberikan wawasan bagi pemasar dan bisnis yang beroperasi di pasar ini. Memahami peran Brand Reputation dan Emotioan Attachment dalam membentuk Brand Advocacy yang dapat membantu perusahaan dalam mengembangkan strategi pemasaran yang lebih efektif dan memenuhi kebutuhan serta preferensi segmen konsumen ini.
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