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Pengaruh Self-Image Congruence Terhadap Brand Association, Perceived Quality, Brand Trust, Dan Brand Loyalty Pada Milenial Di Indonesia
Abstract
ABSTRAK
Generasi milenial di Indonesia merupakan populasi dengan jumlah terbanyak yaitu ± 90 juta orang. Hal ini merupakan peluang yang baik untuk perusahaan menargetkan segmen milenial. Disisi lain milenial memiliki karakter yang unik salah satunya adalah mereka akan membeli merek yang sesuai dengan kepribadian dan lifestyle mereka oleh karena itu penelitian ini dilakukan bertujuan untuk mengetahui pengaruh self-image congruence pada brand association, perceived quality, brand trust hingga brand loyalty. Dalam penelitian ini subjek penelitian adalah pengguna iPhone yang berusia milenial. Smartphone dipilih dikarenakan melambangkan produk yang paling penting oleh milenial. Data dikumpulkan melalui kuesioner yang akan disebarkan secara online terhadap 100 responden dan untuk pengolahan data menggunakan SEM-PLS. Hasil dari penelitian ini menunjukan pengguna iPhone berusia milenial merasa self-image congruence memiliki pengaruh positif terhadap brand association, perceived quality, brand trust dan brand loyalty.
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DOI: https://doi.org/10.32528/jmbi.v6i1.3529
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