PENGARUH BRAND ATTACHMENT TERHADAP BRAND LOYALTY DENGAN BRAND COMMITMENT SEBAGAI VARIABEL INTERVENING PADA XL AXIATA DI SURABAYA

Norman Gunawan

Abstract


Penelitian ini dilakukan untuk menganalisa pengaruh variabel brand attachment terhadap brand loyalty dengan brand commitment sebagai variabel intervening pada merek XL. Sepertinya, brand attachment dan brand commitment mempunyai pengaruh positif terhadap variabel brand loyalty yang semuanya akan diuji di dalam penelitian ini. Penelitian berjenis kuantitatif dengan penyebaran kuisioner kepada 100 pengguna provider XL di mana hasil dari membeli sendiri yang berada di Surabaya. Kuesioner dalam penelitian ini dibentuk dengan menggunakan format kuisioner skala likert. Penelitian dilakukan dengan teknik analisa partial least square (PLS)

Keywords


brand attachment, brand commitment, brand loyalty, XL Axiata

References


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