Widodo, Christopher Steven (2024) PENGARUH PENGALAMAN MEREK TERHADAP KECINTAAN PADA MEREK KRISPY KREME DENGAN KEASLIAN MEREK SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) CHRISTOPHER STEVEN WIDODO (115210289)
(B) THE INFLUENCE OF BRAND EXPERIENCE ON BRAND LOVE OF
KRISPY KREME WITH BRAND AUTHENTICITY AS A MEDIATION
VARIABLE
(C) xv + 86 pages, 2024, 24 tables, 6 pictures, 8 attachments
(D) MARKETING MANAGEMENT
(E) Abstract: The purpose of this research is to determine the influence of
brand experience and brand authenticity on brand love, the influence of
brand experience on brand authenticity, and the influence of brand
experience on brand love in Krispy Kreme consumers with brand
authenticity as a mediating variable. The population of this research is all
Krispy Kreme consumers in Jakarta and the sample selection used
purposive sampling and the sample size was 100 respondents domiciled
in Jakarta. This research uses primary data obtained by distributing
questionnaires online using Google forms. The data analysis technique
uses PLS-SEM with the help of the SmartPLS program. The research
results directly show that brand experience and brand authenticity
influence brand love. Brand experience influences brand authenticity.
Brand experience influences brand love among Krispy Kreme consumers
with brand authenticity as a mediating variable.
Keywords: Brand Experience, Brand Authenticity, Brand Love
(F) Reference list: 65 (2013-2024)
(G) Richard Andrew, S.E., M.M.

(A) CHRISTOPHER STEVEN WIDODO (115210289)
(B) THE INFLUENCE OF BRAND EXPERIENCE ON BRAND LOVE OF
KRISPY KREME WITH BRAND AUTHENTICITY AS A MEDIATION
VARIABLE
(C) xv + 86 pages, 2024, 24 tables, 6 pictures, 8 attachments
(D) MARKETING MANAGEMENT
(E) Abstract: The purpose of this research is to determine the influence of
brand experience and brand authenticity on brand love, the influence of
brand experience on brand authenticity, and the influence of brand
experience on brand love in Krispy Kreme consumers with brand
authenticity as a mediating variable. The population of this research is all
Krispy Kreme consumers in Jakarta and the sample selection used
purposive sampling and the sample size was 100 respondents domiciled
in Jakarta. This research uses primary data obtained by distributing
questionnaires online using Google forms. The data analysis technique
uses PLS-SEM with the help of the SmartPLS program. The research
results directly show that brand experience and brand authenticity
influence brand love. Brand experience influences brand authenticity.
Brand experience influences brand love among Krispy Kreme consumers
with brand authenticity as a mediating variable.
Keywords: Brand Experience, Brand Authenticity, Brand Love
(F) Reference list: 65 (2013-2024)
(G) Richard Andrew, S.E., M.M.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 10 Jun 2025 03:35
Last Modified: 10 Jun 2025 03:35
URI: https://repotest.untar.ac.id/id/eprint/47026

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