STUDI MENGENAI CITY BRANDING KOTA YOGYAKARTA SEBAGAI KOTA PELAJAR DI INDONESIA

  • Steffanie Yu Alumni Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya
  • Ari Setiyaningrum

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh attitude toward brand, brand uniqueness, dan brand personality terhadap self-brand connection serta pengaruh self-brand connection terhadap brand advocacy. Penelitian ini juga menganalisis peran mediasi self-brand connection pada pengaruh attitude toward brand, brand uniqueness, dan brand personality terhadap brand advocacy. Pengumpulan data dilakukan dengan metode survei melalui pendistribusian kuesioner pada 128 responden mahasiswa pendatang yang mengambil studi di kota Yogyakarta. Metode pengambilan sampel yang digunakan adalah non-probability sampling dengan teknik purposive sampling. Dengan menggunakan model persamaan struktural dengan software statistik AMOS, penelitian ini menemukan bahwa attitude toward brand, brand uniqueness dan brand personality berpengaruh positif pada self-brand connection serta self-brand connection berpengaruh positif terhadap brand advocacy. Self-brand connection juga terbukti memediasi pengaruh attitude
toward brand, brand uniqueness, dan brand personality terhadap brand advocacy.
Kata Kunci: attitude toward brand, brand uniqueness, brand personality, self-brand connection, brand advocacy

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Published
2019-02-06
How to Cite
YU, Steffanie; SETIYANINGRUM, Ari. STUDI MENGENAI CITY BRANDING KOTA YOGYAKARTA SEBAGAI KOTA PELAJAR DI INDONESIA. Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, [S.l.], p. 31 - 46, feb. 2019. ISSN 2302-8890. Available at: <https://ojs.unud.ac.id/index.php/jmbk/article/view/30627>. Date accessed: 29 mar. 2024. doi: https://doi.org/10.24843/MATRIK:JMBK.2019.v13.i01.p04.
Section
Articles

Keywords

attitude toward brand, brand uniqueness, brand personality, self-brand connection, brand advocacy