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The Effect Of Value Congruity On Brand Loyalty With Affective Brand Commitment And Consumers Brand Identification As Mediating Variables

PRIMANSYAH, Adryan (2023) The Effect Of Value Congruity On Brand Loyalty With Affective Brand Commitment And Consumers Brand Identification As Mediating Variables. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This study aims to determine the effect of: (1) Value congruity on brand loyalty of Tiket.com application users, (2) value congruity on affective brand commitment of Tiket.com application users, (3) value congruity on consumers brand identification of Tiket.com application users, (4) affective brand commitment on brand loyalty of Tiket.com application users, (5) consumer brand identification on the brand loyalty of Tiket.com application users. (6) The mediating effect of affective brand commitment on causal relationship between value congruity on brand loyalty of Tiket.com application users, (7) The mediating effect of consumers brand identification on causal relationship between value congruity on brand loyalty of Tiket.com application users. This research includes quantitative research. The population in this study are users of the Tiket.com application. The sample used is purposive sampling with age criteria above 17 years and using Tiket.com more than 2 times during the last three months. Respondents in this study were 304 tiket.com users who met the criteria. Based on the results of research and analysis carried out using the help of SEM shows that: (1) Value congruity has a positive effect on brand loyalty of Tiket.com application users, (2) Value congruity has a positive effect on the affective brand commitment of Tiket.com application users, (3) Value congruity has a positive effect on the consumers brand identification of Tiket.com application users, (4) Affective brand commitment has a positive effect on brand loyalty of Tiket.com application users, (5) Consumers brand identification has no effect on brand loyalty of Tiket.com application users, (6) Affective brand commitment mediates the effect of value congruity on brand loyalty of Tiket.com application users, (7) Consumers brand identification does not mediate the effect of value congruity on brand loyalty of Tiket.com application users.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C23123
Uncontrolled Keywords: Brand Loyalty, Value Congruity, Affective Brand Commitment, Consumers Brand Identification
Subjects: B > B337 Brand name products
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mr PRIMANSYAH Adryan Septyan
Date Deposited: 20 Mar 2023 08:33
Last Modified: 20 Mar 2023 08:33
URI: http://repository.unsoed.ac.id/id/eprint/20653

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