Pengaruh brand experience, brand leadership, dan brand trust terhadap brand loyalty pada platform e-commerce.
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Yolanda Masnita Siagian
Kata Kunci : brand leadership, brand loyalty, brand experience, brand trust, platform e-commerce
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_TS_MMJ_122012301013_Halaman-Judul.pdf | 12 | |
| 2. | 2025_TS_MMJ_122012301013_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2025_TS_MMJ_122012301013_Surat-Hasil-Similaritas.pdf | ||
| 4. | 2025_TS_MMJ_122012301013_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | ||
| 5. | 2025_TS_MMJ_122012301013_Lembar-Pengesahan.pdf | ||
| 6. | 2025_TS_MMJ_122012301013_Pernyataan-Orisinalitas.pdf | ||
| 7. | 2025_TS_MMJ_122012301013_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2025_TS_MMJ_122012301013_Bab-1.pdf | 9 | |
| 9. | 2025_TS_MMJ_122012301013_Bab-2.pdf | 9 |
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| 10. | 2025_TS_MMJ_122012301013_Bab-3.pdf | 12 |
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| 11. | 2025_TS_MMJ_122012301013_Bab-4.pdf | 10 |
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| 12. | 2025_TS_MMJ_122012301013_Bab-5.pdf | 8 | |
| 13. | 2025_TS_MMJ_122012301013_Daftar-Pustaka.pdf | 5 | |
| 14. | 2025_TS_MMJ_122012301013_Lampiran.pdf | 26 |
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P Penelitian ini bertujuan untuk menganalisis pengaruh brand experience terhadapbrand trust, brand leadership terhadap brand trust, brand experience terhadapbrand loyalty, brand leadership terhadap brand loyalty, dan brand trust terhadapbrand loyalty. Penelitian ini menggunakan rancangan hypothesis testing denganmetode pengambilan sampel purposive sampling sehingga diperoleh 285responden. Analisis data dilakukan menggunakan statistik deskriptif, danpengujian hipotesis menggunakan metode Structural Equation Modeling (SEM)dengan bantuan software AMOS versi 24. Hasil penelitian menunjukkan bahwakelima hipotesis diterima. Brand experience terbukti berpengaruh positif terhadapbrand trust, brand leadership berpengaruh positif terhadap brand trust, brandexperience berpengaruh positif terhadap brand loyalty, brand leadershipberpengaruh positif terhadap brand loyalty, dan brand trust berpengaruh positifterhadap brand loyalty. Hasil penelitian menunjukkan bahwa pengalaman merek(brand experience) memiliki peran penting dalam membangun kepercayaan(brand trust) dan loyalitas (brand loyalty) konsumen terhadap platform e-commerce. Selain itu, kepemimpinan merek (brand leadership), yangmencerminkan posisi pasar dan kredibilitas merek, juga secara signifikanmeningkatkan kepercayaan dan loyalitas konsumen. Kepercayaan merek (brandtrust) berfungsi sebagai mediator yang memperkuat pengaruh pengalaman merekdan kepemimpinan merek terhadap loyalitas merek, menekankan pentingnyamembangun kepercayaan sebagai bagian dari strategi branding e-commerce.Penelitian ini memberikan wawasan bahwa kombinasi pengalaman positif dankepemimpinan yang kuat dapat menciptakan hubungan yang lebih erat antarakonsumen dan merek e-commerce.
T This study aims to analyze the influence of brand experience on brand trust, brandleadership on brand trust, brand experience on brand loyalty, brand leadershipon brand loyalty, and brand trust on brand loyalty. The research design useshypothesis testing with a purposive sampling method, resulting in 285respondents. Data analysis was conducted using descriptive statistics, andhypothesis testing was carried out using the Structural Equation Modeling (SEM)method with the help of AMOS software version 24. The results of the studyindicate that all five hypotheses are accepted. Brand experience positivelyinfluences brand trust, brand leadership positively influences brand trust, brandexperience positively influences brand loyalty, brand leadership positivelyinfluences brand loyalty, and brand trust positively influences brand loyalty. Thefindings reveal that brand experience plays a significant role in building brandtrust and brand loyalty among consumers of e-commerce platforms. Furthermore,brand leadership, reflecting market positioning and brand credibility,significantly enhances consumer trust and loyalty. Brand trust serves as amediator, strengthening the influence of brand experience and brand leadershipon brand loyalty, emphasizing the importance of trust as a core element of e-commerce branding strategies. This study provides insights that a combination ofpositive experiences and strong leadership can foster closer relationships betweenconsumers and e-commerce brands.
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