PENGUATAN LOYALITAS MEREK: PERAN DARI KEPRIBADIAN MEREK

Authors

  • Ignatius Soni Kurniawan Program Studi Manajemen, Fakultas Ekonomi, Universitas Sarjanawiyata Tamansiswa Yogyakarta
  • Nonik Kusuma Ningrum Program Studi Manajemen, Fakultas Ekonomi, Universitas Sarjanawiyata Tamansiswa Yogyakarta
  • Ratih Kusumawardani Program Studi Manajemen, Fakultas Ekonomi, Universitas Sarjanawiyata Tamansiswa Yogyakarta
  • Nala Tri Kusuma Program Studi Manajemen, Fakultas Ekonomi, Universitas Sarjanawiyata Tamansiswa Yogyakarta

DOI:

https://doi.org/10.24127/jm.v13i2.400

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kepribadian merek terhadap loyalitas merek. Studi ini juga mengidentifikasi peran moderasi gender dalam hubungan antara kepribadian merek dan loyalitas. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan teknik accidental sampling. Sampel yang digunakan dalam penelitian ini adalah alumni Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa. Hasil penelitian menunjukkan bahwa kepribadian merek berpengaruh terhadap loyalitas merek. Hasil penelitian ini menunjukkan bahwa kepribadiaan merek yang dimoderasi peran gender terhadap loyalitas merek terbukti tidak signifikan.

 

Kata kunci: kepribadian merek, loyalitas merek, dan gender..

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Published

2019-12-06

Issue

Vol. 13 No. 2 (2019): November

Section

Articles

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