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All Journal Jurnal Ilmiah Dan Karya Mahasiswa
Bhatara Febryanto
Universitas Trisakti
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media

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Anteseden Dan Konsekuensi Dari Consumer Engagement Kepada Brand Love Pada Smartphone Di Indonesia Bhatara Febryanto; Fatik Rahayu; Robert Kristaung
Jurnal Ilmiah Dan Karya Mahasiswa Vol. 2 No. 1 (2024): FEBRUARI : JURNAL ILMIAH DAN KARYA MAHASISWA
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jikma.v2i1.1375

Abstract

This research aims to test and analyze the influence of brand relationship quality, consumer community identification, brand familiarity with consumer engagement and brand love on consumers who use online digital applications in a mobile phone brand. The sample used in this research was 210 respondents. The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this research are: (1) Brand Relationship Quality has a positive effect on Consumer Engagement, (2) Consumer Community Identification has a positive effect on Consumer Engagement, (3) Brand Familiarity has a positive effect on Consumer Engagement, (3) Consumer Engagement has a positive effect on Brand Love.
Co-Authors Fatik Rahayu Robert Kristaung