Djaruma, Juwita (2023) PENGARUH PERCEIVED BRAND AUTHENTICITY TERHADAP CONTINUOUS PURCHASE INTENTION: BRAND EXPERIENCE SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) JUWITA DJARUMA (115200008) (B) THE INFLUENCE OF PERCEIVED BRAND AUTHENTICITY ON CONTINUOUS PURCHASE INTENTION: BRAND EXPERIENCE AS A MEDIATING VARIABEL (C) XV + 113 pages, 11 Tables + 7 Figures + 7 Appendix (D) MARKETING MANAGEMENT (E) Abstract: This study examines the impact of perceived brand authenticity on consumers' continuous purchase intentions, with a focus on the role of brand experience as a mediator. Utilizing Indomie instant noodles as a case study, the research explores three key dimensions of brand authenticity: quality commitment, heritage, and sincerity. By employing descriptive research methods and Partial Least Square-Structural Equation Modeling for analysis, the study reveals significant relationships between brand authenticity, brand experience, and continuous purchase intention. The findings highlight the critical importance of brand experience in mediating the effect of brand authenticity on consumers' ongoing buying decisions, providing valuable insights for brand managers and marketers. This research contributes to the broader understanding of brand management and consumer behavior, offering practical implications for developing effective brand strategies. (F) Quality Commitment, Heritage, Sincerity, Brand Experience, Continuous Purchase Itention. (G) Reference list: 58 (1958 – 2023) (H) Dr. Keni S.E., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) JUWITA DJARUMA (115200008) (B) PENGARUH PERCEIVED BRAND AUTHENTICITY TERHADAP CONTINUOUS PURCHASE INTENTION: BRAND EXPERIENCE SEBAGAI VARIABEL MEDIASI (C) XV + 113 Halaman + 11 Tabel + 7 Gambar + 7 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini mengkaji dampak keaslian merek yang dirasakan terhadap niat beli berkelanjutan konsumen, dengan fokus pada peran pengalaman merek sebagai mediator. Dengan menggunakan mie instan Indomie sebagai studi kasus, penelitian ini mengeksplorasi tiga dimensi kunci dari keaslian merek: komitmen kualitas, warisan, dan ketulusan. Dengan menerapkan metode penelitian deskriptif dan Partial Least Square-Structural Equation Modeling untuk analisis, penelitian ini mengungkapkan hubungan signifikan antara keaslian merek, pengalaman merek, dan niat beli berkelanjutan. Temuan ini menyoroti pentingnya pengalaman merek dalam memediasi efek keaslian merek terhadap keputusan beli berkelanjutan konsumen, memberikan wawasan berharga bagi manajer merek dan pemasar. Penelitian ini berkontribusi pada pemahaman lebih luas tentang manajemen merek dan perilaku konsumen, menawarkan implikasi praktis untuk pengembangan strategi merek yang efektif. (F) Quality Commitment, Heritage, Sincerity, Brand Experience, Continuous Purchase Itention. (G) Daftar Pustaka: 58 (1958 – 2023) (H) Dr. Keni S.E., M.M.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 28 Aug 2024 04:14 |
| Last Modified: | 28 Aug 2024 04:14 |
| URI: | http://repository.untar.ac.id/id/eprint/43998 |
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