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Kembali| NIM (Student Number) | C1B019022 |
|---|---|
| Nama Mahasiswa | ALFIN ALFIANSYAH |
| Judul Artikel | Pengaruh Self Image Congruence & Functional Congruence Terhadap Brand Love Dengan Emotional Brand Attachment Sebagai Variabel Mediasi (Studi Pada Konsumen Pengguna iPhone di Indonesia) |
| Abstrak | Penelitian ini bertujuan untuk mengetahui pengaruh self image congruence dan functional congruence terhadap brand love dengan emotional brand attachment sebagai variabel mediasi pada pengguna iPhone di Indonesia. Sampel pada penelitian ini berjumlah 213 responden dengan teknik pengambilan sampel menggunakan purposive sampling. Berdasarkan hasil penelitian yang dilakukan dengan menggunakan analisis Structural Equation Modeling (SEM) diolah dengan software AMOS menunjukkan bahwa: (1) Self Image Congruence berpengaruh positif terhadap Emotional Brand Attachment (2) Functional Congruence berpengaruh positif terhadap Emotional Brand Attachment (3) Emotional Brand Attachment berpengaruh positif terhadap Brand Love (4) Self Image Congruence berpengaruh positif terhadap Brand Love (5) Functional Congruence berpengaruh positif terhadap Brand Love (6) Emotional Brand Attachment dapat memediasi Self Image Congruence terhadap Brand Love secara parsial (7) Emotional Brand Attachment dapat memediasi Functional Congruence terhadap Brand Love secara parsial. |
| Abstrak (Inggris) | This study aims to determine the effect of self image congruence and functional congruence on brand love with emotional brand attachment as a mediating variable for iPhone users in Indonesia. The sample in this study was 213 respondents with a sampling technique using purposive sampling. Based on the results of research conducted using Structural Equation Modeling (SEM) analysis processed with AMOS software shows that: (1) Self Image Congruence has a positive effect on Emotional Brand Attachment (2) Functional Congruence has a positive effect on Emotional Brand Attachment (3) Emotional Brand Attachment has a positive effect on Brand Love (4) Self Image Congruence has a positive effect on Brand Love (5) Functional Congruence has a positive effect on Brand Love (6) Emotional Brand Attachment can mediate Self Image Congruence on Brand Love partially (7) Emotional Brand Attachment can mediate Functional Congruence on Brand Love partially. |
| Kata Kunci | Self Image Congruence, Functional Congruence, Emotional Brand Attachment, Brand Love. |
| Nama Pembimbing 1 | Dr. Lusi Suwandari, S.E., M.Si |
| Nama Pembimbing 2 | Chandra Suparno, S.E., M.Si |
| Tahun | 2023 |
| Jumlah Halaman | 12 |
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