ANALISIS FAKTOR-FAKTOR DOMINAN YANG MEMPENGARUHI PREFERENSI MEREK DAN LOYALITAS MEREK PADA TWITTER SEBAGAI SEBUAH MEREK MEDIA SOSIAL

Maulana, Insan (2019) ANALISIS FAKTOR-FAKTOR DOMINAN YANG MEMPENGARUHI PREFERENSI MEREK DAN LOYALITAS MEREK PADA TWITTER SEBAGAI SEBUAH MEREK MEDIA SOSIAL. Fakultas Ekonomi, Universitas Negeri Jakarta.

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Abstract

The purposes of this research are: 1) to find out the description of brand experience, self congruity, brand preference, and brand loyalty, 2) empirically testing the influence of brand experience on brand preference of Twitter social media, 3) empirically testing the effect of self congruity on brand preference of Twitter social media, 4) empirically test the effect of brand preference on brand loyalty of Twitter social media, 5) empirically test the effect of brand experience on brand loyalty of Twitter social media, 6) empirically test the effect of self-congruity on brand loyalty of Twitter social media. The object of this research is 200 respondents that already use Twitter. Analyzing method using Structural Equation Modelling (SEM) and helped by SPSS and LISREL. Descriptive analysis explains that respondents did not feel a memorable experience when using Twitter and did not want to correlate their image with Twitter's image. The results of hypothesis testing show: 1) brand experience affects brand preference by 58%, 2) self congruity affects brand preference by 44%, 3) brand preference has no effect on brand loyalty, 4) brand experience has no effect on brand loyalty, 5 ) self-congruity has no effect on brand loyalty.

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