The Study of Brand Loyalty in The Fountain Waterpark and Resto Ungaran
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Chandrasari, Paramita Eka
Subject
HD Industries. Land use. Labor
Datestamp
2024-03-25 01:46:08
Abstract :
ABSTRACT The research objectives are to analyze the influence of electronic word of mouth and product quality on brand image, analyze the influence of brand image on psychological involvement and brand loyalty, analyze psychological involvement on brand loyalty, analyze the mediation of psychological involvement on the influence of brand image on brand loyalty. The population in this study were all customers of The Fountain Waterpark and Resto Ungaran. The sampling technique is that visitors visit at least once and can access the internet. The sampling technique is a non-probability technique with purposive sampling provisions which explain that the research indicators are multiplied by a minimum of 5 ? 10. The sample for this research was obtained by 20 x 10 = 200 respondents with data collection starting in February 2024 using Google form. The data analysis technique uses SEM PLS. The research results found that electronic word of mouth and product quality had a positive and significant effect on brand image, brand image had a positive and significant effect on psychological involvement and brand loyalty, psychological involvement had a positive and significant effect on brand loyalty, psychological involvement was able to mediate the effect of brand image on brand loyalty. Keywords : Brand Loyalty; Psychological Engagement, Brand Image; E-WOM; Product Quality
ABSTRACT The research objectives are to analyze the influence of electronic word of mouth and product quality on brand image, analyze the influence of brand image on psychological involvement and brand loyalty, analyze psychological involvement on brand loyalty, analyze the mediation of psychological involvement on the influence of brand image on brand loyalty. The population in this study were all customers of The Fountain Waterpark and Resto Ungaran. The sampling technique is that visitors visit at least once and can access the internet. The sampling technique is a non-probability technique with purposive sampling provisions which explain that the research indicators are multiplied by a minimum of 5 ? 10. The sample for this research was obtained by 20 x 10 = 200 respondents with data collection starting in February 2024 using Google form. The data analysis technique uses SEM PLS. The research results found that electronic word of mouth and product quality had a positive and significant effect on brand image, brand image had a positive and significant effect on psychological involvement and brand loyalty, psychological involvement had a positive and significant effect on brand loyalty, psychological involvement was able to mediate the effect of brand image on brand loyalty. Keywords : Brand Loyalty; Psychological Engagement, Brand Image; E-WOM; Product Quality
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