OCTIVANTI, SYAHRANI NUR AULLIA (2024) PENGARUH CELEBRITY ADVOCACY, BRAND TRUST, BRAND LOVE, DAN BRAND RESPECT TERHADAP BRAND LOYALTY (Studi Kasus Pada Pelanggan Brand Uniqlo Di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The purpose of this study was to analyze the effect of Celebrity Advocacy, Brand Trust, Brand Love, and Brand Respect on Brand Loyalty. This is quantitative research based on descriptive analysis approach. The research population is Brand Uniqlo customers in Surabaya City with an age range of 20-24 years. The population was sorted by purposive sampling technique with a sample size of 105 respondents. The research data was collected from a questionnaire in the form of a google form. Data analysis uses the Structural Equation Modeling- Partial Least Square (SEM-PLS) approach and is processed with SmartPLS software version 4. The results prove that (1) Celebrity Advocacy has a positive and significant effect on Brand Loyalty; (2) Brand Trust has a positive and significant effect on Brand Loyalty; (3) Brand Love has a positive and significant effect on Brand Loyalty; and (4) Brand Respect has a positive and significant effect on Brand Loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Syahrani Nur Aullia | ||||||||
| Date Deposited: | 11 Dec 2024 01:47 | ||||||||
| Last Modified: | 11 Dec 2024 01:47 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32718 |
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