Pengaruh Brand Identification, Self Expressivenes, Brand Love terhadap Customer Citizenship Behavior Pada Brand Button Scraves

Sekar Melati

Abstract


Mengembangkan dan berinvestasi berhubungan dengan brand menjadi strategi yang berdampak positif pada brand. Buttonscarves selalu berinovasi dan dinantikan keunikan produknya oleh konsumen. Oleh karenanya apa yang memicu emotional konsumen pada produk Buttonscarves menjadi pertanyaan untuk dilakukan penelitian ini. Selain itu, terdapat kelangkaan penelitian brand love terhadap customer citizenship behavior, sehingga penelitian ini akan berkontribusi secara teori maupun praktis. Tujuan penelitian ini untuk mengidentifikasi pengaruh brand identification, self expressivenes, brand love terhadap customer citizenship behavior pada brand button scraves. Populasi penelitian adalah pengguna brand button scraves. Menggunakan teknik purposive sampling. Responden penelitian sejumlah 72. Alat untuk menguji analisis menggunakan SmartPLS 4 dengan metode SEM. Hasil penelitian menunjukkan brand identification memiliki pengaruh positif dan signifikan pada brand love sebesar 24.5%, self expressiveness berpengaruh positif dan signifikan terhadap brand love sebesar 59.5%, dan brand love memiliki pengaruh positif signifikan terhadap customer citizenship behavior sebesar 63.8%.

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DOI: http://dx.doi.org/10.35931/aq.v17i6.2852

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