Email this article PENGARUH AUTENTISITAS MEREK TERHADAP KOMITMEN MEREK DENGAN KEPRIBADIAN MEREK DAN KEPERCAYAAN PELANGGAN PADA PRODUK APPLE SEBAGAI VARIABEL MEDIASI
Abstract
Penelitian ini bertujuan untuk mengukur pengaruh dari autentisitas merek terhadap komitmen pelanggan atas merek, dengan kepribadian merek dan kepercayaan atas merek sebagai variable mediasi pada corporate brand Apple. Penelitian menggunakan pendekatan kuantitatif dimana data primer dikumpulkan melalui survei kepada 200 responden dan teknik statistik Partial Least Square (PLS) digunakan untuk mengolah data. Hasil penelitian mengonfirmasi adanya pengaruh yang signifikan dari autentisitas merek terhadap komitmen pelanggan terhadap merek Apple. Selanjutnya, kepribadian merek Apple dan kepercayaan pelanggan terhadap merek Apple juga terbukti berperan sebagai variabel yang memediasi autentisitas merek dalam memengaruhi komitmen pelanggan terhadap merek Apple.
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DOI: http://dx.doi.org/10.22441/mix.2021.v11i2.002
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