{"id":696,"date":"2019-07-25T04:57:51","date_gmt":"2019-07-25T04:57:51","guid":{"rendered":"http:\/\/www.almadani.ac.id\/stie\/?p=696"},"modified":"2019-07-25T06:25:17","modified_gmt":"2019-07-25T06:25:17","slug":"anteseden-dan-konsekuensi-kecintaan-merek-dengan-dimoderasi-oleh-kenangan","status":"publish","type":"post","link":"https:\/\/almadani.ac.id\/stie\/anteseden-dan-konsekuensi-kecintaan-merek-dengan-dimoderasi-oleh-kenangan\/","title":{"rendered":"Anteseden dan Konsekuensi Kecintaan Merek dengan Dimoderasi oleh Kenangan"},"content":{"rendered":"<p><strong>Rahmawati Azizah MT<\/strong><br \/>\nProgram Studi Manajemen Sekolah Tinggi Ilmu Ekonomi Al-Madani, Bandar Lampung, Indonesia<\/p>\n<p><strong>Abstrak<\/strong><\/p>\n<p>Penelitian ini bertujuan untuk menguji pengaruh kualitas merek yang dipersepsikan dan kepribadian merek pada kecintaan merek dengan kenangan sebagai pemoderasi. Subjek dalam penelitian ini adalah mahasiswa, PNS, profesional (suster, akuntan), wiraswasta, karyawan swasta yang merupakan pengguna laptop merek Asus di Indonesia. Sampel yang dipilih menggunakan teknik <em>nonprobability sampling<\/em> dengan jenis <em>purposive sampling<\/em>. Instrumen penelitian ini adalah kuesioner yang dibuat secara online dan dianalisis dengan analisis regresi berganda. Penelitian ini menemukan bahwa kualitas merek yang dipersepsikan dan kepribadian merek memiliki pengaruh<br \/>\npositif pada kecintaan merek. Kecintaan merek memiliki pengaruh positif pada loyalitas merek dan keterlibatan aktif. Temuan pada variabel moderasi, kenangan tidak terbukti memoderasi pengaruh antara kualitas merek yang dipersepsikan dan kecintaan merek, artinya bahwa tinggi atau rendahnya kenangan sebagai variabel moderasi tidak ada kaitannya pada hubungan antara variabel independen dan variabel dependen. Selain itu, temuan variabel kenangan terbukti memoderasi pengaruh antara kepribadian merek dan kecintaan merek, artinya bahwa akan menjadi kuat pengaruh kepribadian merek pada kecintaan merek ketika variabel kenangan tinggi, dan sebaliknya<br \/>\nakan menjadi lemah ketika variabel kenangan rendah.<\/p>\n<p><strong>Kata kunci<\/strong>: Kualitas merek yang dipersepsikan, kepribadian merek, kecintaan merek, loyalitas<br \/>\nmerek, keterlibatan aktif, kenangan positif.<\/p>\n<p><strong>Link:\u00a0<\/strong><a href=\"https:\/\/journal.uny.ac.id\/index.php\/economia\/article\/view\/24068\/\">https:\/\/journal.uny.ac.id\/index.php\/economia\/article\/view\/24068\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rahmawati Azizah MT Program Studi Manajemen Sekolah Tinggi Ilmu Ekonomi Al-Madani, Bandar Lampung, Indonesia Abstrak Penelitian ini bertujuan untuk menguji pengaruh kualitas merek yang dipersepsikan dan kepribadian merek pada kecintaan merek dengan kenangan sebagai pemoderasi. Subjek dalam penelitian ini adalah mahasiswa, PNS, profesional (suster, akuntan), wiraswasta, karyawan swasta yang merupakan pengguna laptop merek Asus di [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[14,23],"tags":[26],"class_list":["post-696","post","type-post","status-publish","format-standard","hentry","category-publikasi","category-publikasi-dosen","tag-pemasaran"],"_links":{"self":[{"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/posts\/696","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/comments?post=696"}],"version-history":[{"count":3,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/posts\/696\/revisions"}],"predecessor-version":[{"id":699,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/posts\/696\/revisions\/699"}],"wp:attachment":[{"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/media?parent=696"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/categories?post=696"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/tags?post=696"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}