Wijaya, Erwin (2024) PENGARUH EMOTIONAL ATTACHMENT DAN BRAND TRUST PADA CUSTOMER LOYALTY YANG DIMEDIASI CUSTOMER SATISFACTION PELANGGAN MARTABAK ASLI BANDUNG 21 KEMANGGISAN. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) Erwin Wijaya (115210096)
(B) THE INFLUENCE OF EMOTIONAL ATTACHMENT AND BRAND
TRUST ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER
SATISFACTION OF MARTABAK ASLI BANDUNG 21 KEMANGGISAN
CUSTOMERS.
(C) LKK
(D) MARKETING MANAGEMENT
(E) Abstract: This study aims to analyze the effect of emotional attachment and
brand trust on customer loyalty mediated by customer satisfaction of
Martabak Asli Bandung 21 Kemanggisan customers. Given the importance
of maintaining customer loyalty, understanding the factors influencing
loyalty to Martabak Asli Bandung 21 Kemanggisan is relevant. The sample
selection was carried out using the Non-Probability Sampling technique,
with Purposive Sampling method. Data collection through questionnaires
distributed to customers of Martabak Asli Bandung 21 Kemanggisan. 117
respondents met the research criteria. The results showed that emotional
attachment and brand trust positively and significantly affect customer
loyalty. Customer satisfaction also has a role as a mediating variable to
strengthen the relationship between emotional attachment and brand trust
to customer loyalty.
(F) Emotional Attachment, Brand Trust, Customer Satisfaction, Customer
Loyalty
(G) References
(H) Prof., Ir. Carunia Mulya Firdausy, M.ADE, Ph.D

(A) Erwin Wijaya (115210096)
(B) PENGARUH EMOTIONAL ATTACHMENT DAN BRAND TRUST PADA
CUSTOMER LOYALTY YANG DIMEDIASI CUSTOMER
SATISFACTION PELANGGAN MARTABAK ASLI BANDUNG 21
KEMANGGISAN
(C) LKK
(D) MANAJEMEN PEMASARAN
(E) Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh emotional
attachment dan brand trust terhadap customer loyalty yang dimediasi oleh
customer satisfaction pada pelanggan Martabak Asli Bandung 21
Kemanggisan. Mengingat pentingnya menjaga customer loyalty, maka
pemahaman mengenai faktor-faktor yang mempengaruhi loyalitas pada
Martabak Asli Bandung 21 Kemanggisan menjadi relevan. Pemilihan
sampel dilakukan dengan menggunakan teknik Non-Probability Sampling,
dengan metode Purposive Sampling. Pengumpulan data melalui kuesioner
yang disebarkan kepada pelanggan Martabak Asli Bandung 21
Kemanggisan. Terdapat 117 responden yang memenuhi kriteria penelitian.
Hasil penelitian menunjukkan bahwa emotional attachment dan brand trust
berpengaruh positif dan signifikan terhadap customer loyalty. Customer
satisfaction juga memiliki peran sebagai variabel mediasi untuk
memperkuat hubungan antara emotional attachment dan brand trust
terhadap customer loyalty.
(F) Emotional Attachment, Brand Trust, Customer Satisfaction, Customer
Loyalty
(G) Referensi
(H) Prof., Ir. Carunia Mulya Firdausy, M.ADE, Ph.D

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 12 Jun 2025 01:56
Last Modified: 12 Jun 2025 01:56
URI: https://repotest.untar.ac.id/id/eprint/47109

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