Pengaruh Merek Ekspresi Diri, Citra Merek dan Keaslian Merek Terhadap Kecintaan Merek Ms Glow di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Trinindia, Egit
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-07-11 02:17:40
Abstract :
This research aims to analyze and identify the influence of self-expression, brand image and brand authenticity on the love of the Ms Glow brand for students in the city of Surabaya. Research was conducted on consumers or customers who had made purchases at Ms Glow in the last few months with a total population of 105 people. The sample used was only 100 respondents because some samples did not match the criteria. Data collection techniques used were questionnaires via Google forms and conventional ones directly. Variable measurement uses a Likert scale with a scale of 1-7 and analysis for data processing uses the multiple linear regression method with the SPSS ver. 25. The research results show that there is an influence of Self-Expression, Brand Image and Brand Authenticity on the Love of the Ms Glow Brand for Students in the City of Surabaya. Keywords: Self-Expression, Brand Image, Brand Authenticity and Brand Love
This research aims to analyze and identify the influence of self-expression, brand image and brand authenticity on the love of the Ms Glow brand for students in the city of Surabaya. Research was conducted on consumers or customers who had made purchases at Ms Glow in the last few months with a total population of 105 people. The sample used was only 100 respondents because some samples did not match the criteria. Data collection techniques used were questionnaires via Google forms and conventional ones directly. Variable measurement uses a Likert scale with a scale of 1-7 and analysis for data processing uses the multiple linear regression method with the SPSS ver. 25. The research results show that there is an influence of Self-Expression, Brand Image and Brand Authenticity on the Love of the Ms Glow Brand for Students in the City of Surabaya. Keywords: Self-Expression, Brand Image, Brand Authenticity and Brand Love
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