Repository Universitas Pakuan

Detail Karya Ilmiah Dosen

Dewi Maharani Purbasari , Dewi Laily Purnamasari

Judul : Anteseden Keterikatan Merek dalam Membangun Hubungan Merek pada Konsumen (Kepercayaan, Kepuasan, dan Komitmen) terhadap Loyalitas

Abstrak :
Abstract - Attachment to the brand is an important concept for the company if they want to remain competitive and grow. Customers who have a strong attachment to the brand would like a particular brand and maintain a relationship with the brand by way of re-purchase. In this study aims to determine the effect of brand attachment in the relationship between brands and consumers and the effect of causality with other variables such as trust, satisfaction, commitment and loyalty. Based on the limitations of previous studies, so in this study added variable brand familiarity and brand personality as antecedents of brand attachment. Research was made at law student from University of Swadaya Gunung Djati Cirebon .Number of respondents 255 people. Sampling was done in simple random sampling. The way is by do a randomized using the programme MS. Excel. Analysis tools applies structural equation modeling (SEM) with program AMOS.18.
From the result of analysis, it can be concluded that : brand personality affect brand atachment, brand familiarity has influences on brand attachment, brand attachment affects brand trust, brand attachment affect satisfaction, brand attachment does not affect commitment, brand attachment has no influences on loyality, commitment affects loyalty, satisfaction has no influences on loyalty, brand trust affect loyalty and brand trust does not affect satisfaction
Keywords: brand attachment, brand relationship, loyalty, and structural equation modeling (SEM)

Tahun : 2016 Media Publikasi : Prosiding

Kategori : Prosiding No/Vol/Tahun : 1 / 5 / 2016

ISSN/ISBN : -

PTN/S : Universitas Swadaya Gunung Jati Program Studi : MANAJEMEN

Bibliography :
DAFTAR PUSTAKA [1] Aaker, J. L. (1997) „Dimensions of brand personalityâ€Ÿ, Journal of Marketing Research , Vol. 24, pp. 347 –35 [2] Aaker, D.A. (1996), Building Strong Brand, Free Press, NewYork, NY. [3] Alba, J. and J. W. Hutchinson, 1987. Dimensions of consumer expertise.Journal of Consumer Research 13(March) [4] Allen, N. J., and J. P. Meyer. 1990. The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology 63(1):1–18 [5] Ambroise, L., Sliman, S.B., Bourgeat, P., de Barnier, V., Ferrandi, J.M., Merunka, D., Roehrich, G., & Valette – Florence, P. (2005). The impact of brand personality on attitude and commitment towards the brand. Grenoble: Université de Grenoble. [6] Belaid , Samy ; Behi , Azza Temessek . 2011. The role of attachment in building consumer – brand relationship : an empirical investigation in the utilitarian comsumption context , Journal of Product and Brand Management. Vol 20 no 1. P. 37-47

URL : -

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Detail Karya Ilmiah Dosen

Dewi Maharani Purbasari , Dewi Laily Purnamasari

Judul	:	Anteseden Keterikatan Merek dalam Membangun Hubungan Merek pada Konsumen (Kepercayaan, Kepuasan, dan Komitmen) terhadap Loyalitas
Abstrak	:	Abstract - Attachment to the brand is an important concept for the company if they want to remain competitive and grow. Customers who have a strong attachment to the brand would like a particular brand and maintain a relationship with the brand by way of re-purchase. In this study aims to determine the effect of brand attachment in the relationship between brands and consumers and the effect of causality with other variables such as trust, satisfaction, commitment and loyalty. Based on the limitations of previous studies, so in this study added variable brand familiarity and brand personality as antecedents of brand attachment. Research was made at law student from University of Swadaya Gunung Djati Cirebon .Number of respondents 255 people. Sampling was done in simple random sampling. The way is by do a randomized using the programme MS. Excel. Analysis tools applies structural equation modeling (SEM) with program AMOS.18. From the result of analysis, it can be concluded that : brand personality affect brand atachment, brand familiarity has influences on brand attachment, brand attachment affects brand trust, brand attachment affect satisfaction, brand attachment does not affect commitment, brand attachment has no influences on loyality, commitment affects loyalty, satisfaction has no influences on loyalty, brand trust affect loyalty and brand trust does not affect satisfaction Keywords: brand attachment, brand relationship, loyalty, and structural equation modeling (SEM)
Tahun	:	2016	Media Publikasi	:	Prosiding
Kategori	:	Prosiding	No/Vol/Tahun	:	1 / 5 / 2016
ISSN/ISBN	:	-
PTN/S	:	Universitas Swadaya Gunung Jati	Program Studi	:	MANAJEMEN
Bibliography	:	DAFTAR PUSTAKA [1] Aaker, J. L. (1997) „Dimensions of brand personalityâ€Ÿ, Journal of Marketing Research , Vol. 24, pp. 347 –35 [2] Aaker, D.A. (1996), Building Strong Brand, Free Press, NewYork, NY. [3] Alba, J. and J. W. Hutchinson, 1987. Dimensions of consumer expertise.Journal of Consumer Research 13(March) [4] Allen, N. J., and J. P. Meyer. 1990. The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology 63(1):1–18 [5] Ambroise, L., Sliman, S.B., Bourgeat, P., de Barnier, V., Ferrandi, J.M., Merunka, D., Roehrich, G., & Valette – Florence, P. (2005). The impact of brand personality on attitude and commitment towards the brand. Grenoble: Université de Grenoble. [6] Belaid , Samy ; Behi , Azza Temessek . 2011. The role of attachment in building consumer – brand relationship : an empirical investigation in the utilitarian comsumption context , Journal of Product and Brand Management. Vol 20 no 1. P. 37-47
URL	:	-