PENGARUH BRAND TRUST, BRAND IDENTIFICATION, BRAND INVOLVEMENT DAN BRAND COMMITMENT TERHADAP BRAND EVANGELISM BTS (STUDY PARA ARMY DI KOTA SURABAYA)

Feby Hardianti, 1011710039 (2022) PENGARUH BRAND TRUST, BRAND IDENTIFICATION, BRAND INVOLVEMENT DAN BRAND COMMITMENT TERHADAP BRAND EVANGELISM BTS (STUDY PARA ARMY DI KOTA SURABAYA). Undergraduate thesis, Universitas Internasional Semen Indonesia.

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Abstract

Penelitian ini bertujuan bertujuan untuk meneliti pengaruh brand trust,brand identification,brand involvement dan brand commitment terhadap brand evangelism BTS ( studi pada ARMY di Kota Surabaya) Populasi pada penelitian ini adalah komunitas para ARMY Surabaya sebanyak 1800 orang. Penelitian ini merupakan penelitian kuantitatif dengan teknik pengumpulan data menggunakan kuesioner yang disebar secara online melalui akun fanbase BTS ARMY Surabaya.Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan kriteria sampel yang telah ditentukan yaitu ARMY sudah tergabung kedalam fanbase BTS ARMY Surabaya,berumur 18-29 tahun serta pernah membeli produk BTS minimal 3x transaksi. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 330 responden. Pengolahan data dilakukan menggunakan alat bantu program windows SPSS versi 25 dengan metode analisis regresi linier berganda. Teknik analisis data menggunakan uji instrumen penelitian, uji asumsi klasik dan uji hipotesis. Berdasarkan hasil pengujian hipotesis secara parsial menunjukkan bahwa variabel brand trust,brand identification,brand involvement dan brand commitment berpengaruh terhadap brand evangelism BTS.

Item Type: Thesis (Undergraduate)
Additional Information: Softfile/KK.22/UISI-01/MG
Uncontrolled Keywords: fandom BTS,brand trust,brand identification,brand involvement,brand commitment,brand evangelism
Contributors:
ContributionNameEmail
Thesis advisorAlfina, S.M., M.MAlfina@uisi.ac.id
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Department of Management
Depositing User: Feby Hardianti
Date Deposited: 28 Sep 2022 10:28
Last Modified: 28 Sep 2022 10:28
URI: https://repository.uisi.ac.id/id/eprint/3063

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