ALFIAN, ARIF (2020) PENINGKATAN BRAND RELATIONSHIP QUALITY DAN BRAND COMMITMENT DALAM MENCIPTAKAN BRAND LOYALTY BERBASIS CORPORATE SOCIAL RESPONSIBILITY. Undergraduate thesis, Universitas Islam Sultan Agung Semarang.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Corporate social responsibility terhadap brand loyalty dengan brand relationship quality dan brand commitment sebagai variabel intervening. Populasinya adalah konsumen yang sudah pernah membeli dan menggunakan produk-produk dari Green Product Cosmetic Sariayu Martha Tilaar di Mall Kota Semarang. Dengan menggunakan teknik purposive sampling diperoleh jumlah sampel sebesar 100 responden. Alat analisisnya adalah path analisis, dimana sebelumnya dilakukan uji validitas dan reliabilitas serta uji asumsi klasik.
Hasil pengujian menunjukkan bahwa corporate social responsibility berpengaruh positif dan signifikan terhadap brand relationship quality. Corporate social responsibility dan Brand relationship quality mempunyai pengaruh positif dan signifikan terhadap brand commitment. Corporate social responsibility tidak berpengaruh terhadap brand loyalty, sedangkan brand relationship quality dan brand commitment mempunyai pengaruh positif dan signifikan terhadap brand loyalty. Brand relationship quality mampu memediasi pengaruh corporate social responsibility terhadap brand commitment. Brand relationship quality mampu memediasi pengaruh corporate social responsibility terhadap brand loyalty. Brand commitment mampu memediasi pengaruh corporate social responsibility terhadap brand loyalty. Brand commitment mampu memediasi pengaruh brand relationship quality terhadap brand loyalty.

Kata Kunci : Corporate social responsibility, brand relationship quality, brand commitment dan brand loyalty

Dosen Pembimbing:	Mulyana, Mulyana | nidn0607056003
Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi Fakultas Ekonomi > Manajemen
Depositing User:	Pustakawan Reviewer UNISSULA
Date Deposited:	21 Apr 2021 06:50
Last Modified:	21 Apr 2021 06:50
URI:	https://repository.unissula.ac.id/id/eprint/19476

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