PENGARUH CONSUMER VALUE DAN BRAND IDENTIFICATIONTERHADAP BRAND LOYALTY YANG DIMODERASI OLEHGENDER PENGGUNA SMARTPHONE ASUSDI SURABAYA

This study aims to prove the effect of Functional Value, Emotional value, Social Value and Brand Identification towards Brand Loyalty Asus smartphone in Surabaya. This study also want to prove the moderating effects of Gender among these four relation. This type of research is causal research with quantitative approach. This study using purposive sampling approach, which is a sampling technique based on the consideration or personal judgment of researchers associated with the characteristics of the population according to the research sample. Respondents in this study amounted to 200 people. The analysis in this study using a model of SEM (Structural Equation Modeling) and processed using SPSS software version 16.0 for Windows and AMOS version 21.0 for Windows for testing Measurement and Structural Model. The result of this study indicate that 3 from 8 hypothesis were not supported such as the role effects of moderating gender between a positive relationship between emotional value towards Brand Loyalty, Social Value towards Brand Loyalty, and Brand Identification towards Brand Loyalty

PENGARUH CONSUMER VALUE DAN BRAND IDENTIFICATIONTERHADAP BRAND LOYALTY YANG DIMODERASI OLEHGENDER PENGGUNA SMARTPHONE ASUSDI SURABAYA

This study aims to prove the effect of Functional Value, Emotional value, Social Value and Brand Identification towards Brand Loyalty Asus smartphone in Surabaya. This study also want to prove the moderating effects of Gender among these four relation. This type of research is causal research with quantitative approach. This study using purposive sampling approach, which is a sampling technique based on the consideration or personal judgment of researchers associated with the characteristics of the population according to the research sample. Respondents in this study amounted to 200 people. The analysis in this study using a model of SEM (Structural Equation Modeling) and processed using SPSS software version 16.0 for Windows and AMOS version 21.0 for Windows for testing Measurement and Structural Model. The result of this study indicate that 3 from 8 hypothesis were not supported such as the role effects of moderating gender between a positive relationship between emotional value towards Brand Loyalty, Social Value towards Brand Loyalty, and Brand Identification towards Brand Loyalty

PENGARUH CONSUMER VALUE DAN BRAND IDENTIFICATIONTERHADAP BRAND LOYALTY YANG DIMODERASI OLEHGENDER PENGGUNA SMARTPHONE ASUSDI SURABAYA

This study aims to prove the effect of Functional Value, Emotional value, Social Value and Brand Identification towards Brand Loyalty Asus smartphone in Surabaya. This study also want to prove the moderating effects of Gender among these four relation. This type of research is causal research with quantitative approach. This study using purposive sampling approach, which is a sampling technique based on the consideration or personal judgment of researchers associated with the characteristics of the population according to the research sample. Respondents in this study amounted to 200 people. The analysis in this study using a model of SEM (Structural Equation Modeling) and processed using SPSS software version 16.0 for Windows and AMOS version 21.0 for Windows for testing Measurement and Structural Model. The result of this study indicate that 3 from 8 hypothesis were not supported such as the role effects of moderating gender between a positive relationship between emotional value towards Brand Loyalty, Social Value towards Brand Loyalty, and Brand Identification towards Brand Loyalty

Pengaruh Consumer Value dan Brand Identification terhadap Brand Loyalty yang Dimoderasi oleh Gender Pengguna Smartphone Asus di Surabaya

Tujuan utama penelitian ini adalah untuk membuktikan pengaruh antara Funtional Value, Emotional Value, Social Value, dan Brand Identification terhadap Brand Loyalty dengan objek smartphone Asus di Surabaya. Penelitian ini juga berusaha membuktikan efek dari variabel Gender sebagai variabel yang memoderasi keempat hubungan tersebut. Jenis penelitian yang digunakan adalah penelitian kausal dengan pendekatan kuantitatif. Penelitian ini menggunakan pendekatan purposive sampling dengan teknik pengambilan sampel berdasarkan pertimbangan atau penilaian pribadi peneliti terkait dengan karakteristik populasi yang sesuai untuk dijadikan sampel penelitian. Responden dalam penelitian ini berjumlah 200 orang, yang dibagi dalam 120 pria dan 80 wanita. Analisis dalam penelitian ini menggunakan SEM (Structural Equation Modeling) dan diolah menggunakan software SPSS versi 16.0 for Windows serta AMOS versi 21.0 for Windows untuk pengujian Model Measurement dan Structural. Hasil penelitian ini menunjukkan bahwa 3 dari 8 hipotesis tidak terdukung, yaitu efek moderasi Gender terhadap pengaruh positif antara Emotional Value terhadap Brand Loyalty, Social Value terhadap Brand Loyalty, serta Brand Identification terhadap Brand Loyalty