PENGARUH EMOTIONAL BRAND ATTACHMENT TERHADAP CONSUMER-BASED BRAND EQUITY TERHADAP WARDAH
نویسندگان
چکیده
Industri kosmetik saat ini sedang tumbuh dan berekembang secara pesat di Indonesia. Merek lokal yang paling digemari Indonesia ditahun 2022 adalah Wardah merupakan merek banyak diminati oleh masyarakat pada tahun dengan tingkat loyalitas tinggi. Tetapi menurut konsumen Wardah, kualitas diberikan tidak dapat memenuhi ekspetasi mereka. Hal terjadi dikarenakan produk kurang baik cocok untuk dipakai semua jenis kulit. Tujuan penelitian mengetahui pengaruh emotional brand attachment terhadap consumer-based equity credibility consumer satisfaction sebagai variabel mediasi. Dimasukkannya beberapa kovariat relevan konteks penggunaan matriks data disesuaikan varians metode.
 Penelitian menerapkan metode kualitatif menggunakan analisis deskriptif kausal. Pada populasi digunakan media sosial jumlahnya diketahui pasti purposive sampling ialah teknik pengumpulan sampel dari non random sampling. Survey dilakukan kuesioner 420 responden Kota Bandung. Teknik dalam structural equation modelling (SEM) program komputer IBM SPSS AMOS versi 24.0.
 Hasil memperlihatkan bahwa memiliki hubungan negatif signifikan equity. Selain itu, bukan mediator memediasi antara
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ژورنال
عنوان ژورنال: Jurnal ilmiah Manajemen, Ekonomi, dan Akuntansi
سال: 2023
ISSN: ['2621-5306', '2541-5255']
DOI: https://doi.org/10.31955/mea.v7i2.3156