Pengaruh Prestise Merek Dan Kepercayaan Merek Terhadap Harga Premium: Peran Cinta Merek Sebagai Variabel Pemoderasi

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Aditya Pandowo


Tujuan penelitian adalah untuk mengeksplorasi pengaruh prestise merek dan kepercayaan merek terhadap cinta merek dan harga premium. Pelanggan yang memegang merek bergengsi sangat dipercaya bahwa merek tersebut akan meningkatkan nilai-nilai mereka. Selanjutnya, ketika mereka mempercayai merek, mereka menjadi tergantung dan mencintai merek sepanjang waktu. Ketika pelanggan menyukai merek, mereka ingin membeli merek bahkan dengan biaya tinggi. 165 peserta diambil dengan metode purposive sampling. Responden adalah penonton hedonis muda di sinema premium. Moderated Regression Analysis digunakan untuk menguji hubungan antar konstruk. Hasilnya menunjukkan bahwa prestise merek dapat memprediksi cinta merek dan harga premium secara signifikan. Selain itu, kepercayaan merek berdampak pada cinta merek dan harga premium namun tidak signifikan. Hal yang sama dijumpai pada hubungan antara cinta merek dan harga premium. Temuan lainnya adalah peran moderasi murni dari cinta merek.

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How to Cite
Pandowo, A. (2019). Pengaruh Prestise Merek Dan Kepercayaan Merek Terhadap Harga Premium: Peran Cinta Merek Sebagai Variabel Pemoderasi. Jurnal Manajemen Dan Keuangan, 8(2), 204-220.


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