PENGARUH BRAND PERSONALITY TERHADAP BRAND LOYALTY (SURVEI: PELANGGAN SMARTPHONE SAMSUNG DI KOTA PADANG)

  • HOWARDI VISZA ADHA Universitas Tamansiswa Padang

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dimensi responsiblity dan activity dari brand personality pada brand loyalty. Penelitian ini merupakan penelitian eksplanatori yaitu penelitian yang menguji hipotesis yang ada. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan menggunakan metode survei. Populasi dalam penelitian ini adalah pelanggan pengguna smartphone Samsung di Kota Padang. Sampel penelitian ini diambil berjumlah 100 orang dengan teknik pengambilan dengan metode purposive (purposive sampling). Data primer dalam penelitian ini diperoleh dari kuesioner yang disebar kepada responden, sedangkan data sekunder yaitu data yang terkait dengan objek penelitian yang disajikan oleh pihak lain. Teknik analisis data pada penelitian ini menggunakan Structural Equation Modeling (SEM) menggunakan software SmartPLS 3.0. Hipotesis diuji dengan uji t pada tingkat α = 0,05. Hasil penelitian menunjukkan bahwa: (1) responsibility berpengaruh positif dan signifikan terhadap brand loyalty, (2) activity berpengaruh positif dan tidak signifikan terhadap brand loyalty.

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Published
2019-12-31
How to Cite
ADHA, HOWARDI VISZA. PENGARUH BRAND PERSONALITY TERHADAP BRAND LOYALTY (SURVEI: PELANGGAN SMARTPHONE SAMSUNG DI KOTA PADANG). Manajemen dan Kewirausahaan, [S.l.], dec. 2019. ISSN 2615-3300. Available at: <https://ojs.unitas-pdg.ac.id/index.php/manajemen/article/view/544>. Date accessed: 07 may 2024.
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2019: Edisi Khusus Seminar Nasional Sustainable Multidiciplinary Academic Research (SMAR)
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