Image of Analisis Pengaruh Brand Personality Terhadap Consumer Behavior : Peran dari Brand Love. Studi Kasus : Bangtan Sonyeondan (BTS)

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Analisis Pengaruh Brand Personality Terhadap Consumer Behavior : Peran dari Brand Love. Studi Kasus : Bangtan Sonyeondan (BTS)

This study aims to determine the effect of Brand Personality on Consumer Behavior (BL, PWOM, RNI, WP, SD, AE) with the role of Brand Love in the context of the K-Pop group, BTS. The sample studied is BTS fans or called ARMY, who are domiciled in Indonesia and are between 17-35 years old. The number of respondents who were collected in this study were 492 respondents. The data that has been collected is processed using the Structural Equation Modeling (SEM) method and PLS-SEM software. The results of this study indicate that Brand Personality has a positive influence on Brand Love, Positive Word-of-Mouth, Resistance to Negative Information, and Active Engagement and the biggest influence is on Brand Love. Meanwhile, the relationship between Brand Personality and Loyalty, Willingness to Pay More, and Self-Disclosure has a negative relationship. Brand Love also positively mediates the relationship between Brand Personality and the variables of Consumer Behavior (BL, PWOM, RNI, WP, SD, AE). Active Engagement also has a positive effect on Loyalty. Managerial implications and further research are discussed in this study.Ada Tabel

Ketersediaan

Call NumberLocationAvailable
12651PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia.,
Edisi -
Subjek Consumer behavior
Loyalty
Brand personality
Active Engagement
K
Pop
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xiii, 117 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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