PENGARUH ELEMEN BRAND ASSOCIATION TERHADAP BRAND ADVOCACY DIMEDIASI OLEH SELF-BRAND CONNECTION PADA CITY BRANDING KOTA BATU “SHINING BATU”
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh elemen dari Brand Association dari City Branding yaitu Attitude Toward Brand, Perceived Quality , Brand Uniqueness terhadap Brand Advocacy melalui Self-Brand Connection pada City Branding City Batu “Shining Batu”. Variabel-variabel yang diuji ini adalah variabel-variabel yang dapat mempengaruhi Brand Advocacy. Penelitian ini menggunakan pendekatan kuantitatif dengan model SEM (Structural Equation Modelling). Penelitian ini menggunakan sampel berupa responden yang berdomisili di City Batu, mengetahui Shining Batu sebagai City Branding City Batu, pernah berwisata di City Batu, dan pernah berwisata di City Batu. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 105 responden. Temuan penelitian menunjukkan bahwa Brand Uniqueness berpengaruh positif signifikan terhadap Self-Brand Connection, dan Self-Brand Connection berpengaruh positif signifikan terhadap Brand Advocacy City Branding, selain itu Self-Brand Connection juga memediasi parsial Brand Uniqueness terhadap Brand Advocacy City Batu “Shining Batu”. Sedangkan Attitude Toward Brand dan Perceived Quality tidak berpengaruh positif signifikan terhadap Self-Brand Connection, sehingga Self-Brand Connection tidak dapat memediasi Attitude Toward Brand dan Perceived Quality terhadap Brand Advocacy.
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