Jurnal Ilmiah Dan Karya Mahasiswa
Vol. 2 No. 1 (2024): FEBRUARI : JURNAL ILMIAH DAN KARYA MAHASISWA

Anteseden Dan Konsekuensi Dari Consumer Engagement Kepada Brand Love Pada Smartphone Di Indonesia

Bhatara Febryanto (Unknown)
Fatik Rahayu (Unknown)
Robert Kristaung (Unknown)

Article Info

Publish Date
23 Dec 2023

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.

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Journal Info
Jurnal Ilmiah Dan Karya Mahasiswa
Website

Abbrev

JIKMA

Publisher

INSTITUT TEKNOLOGI DAN BISNIS SEMARANG

Subject

Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media

Description

Ruang lingkup karya yang diterbitkan mencakup Multidisiplin diantaranya yaitu: Ilmu Sosial Humaniora, Politik, Pendidikan, Ilmu Teknik, Teknik Elektro dan Informatika, Desain Komunikasi Visual, Manajemen, Ekonomi dan Akuntansi, Kewirausahaan dan ...