ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI RESONANSI MEREK PADA KONSUMEN NAILS BYCICA DI YOGYAKARTA
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Brand Awareness,
Brand Attachment,
Brand Relationship Quality,
Brand Resonance,
Pengalaman Merek,
Kesadaran Merek,
Keterikatan Merek,
Kualitas Hubungan Merek,
Resonansi Merek
Main Article Content
Abstract
This study aims to provide a deeper understanding of the influence of brand experience, brand awareness, brand attachment, and brand relationship quality on brand resonance. The population in this research consists of customers of the nail salon "Nails Bycica" located in the Special Region of Yogyakarta. A total of 120 respondents were selected as the sample using a purposive sampling method, in which participants were chosen based on specific criteria relevant to the research objectives. The results of the t-test analysis reveal that brand experience does not have a statistically significant impact on brand resonance. However, the F-test results indicate that, when considered simultaneously, brand experience, brand awareness, brand attachment, and brand relationship quality collectively influence brand resonance in a significant and positive manner.
Penelitian ini bertujuan untuk memberikan pemahaman yang lebih mendalam mengenai bagaimana pengalaman merek, kesadaran merek, keterikatan merek, dan kualitas hubungan merek dapat memengaruhi resonansi merek. Adapun populasi dalam penelitian ini terdiri atas pelanggan salon kuku “Nails Bycica” yang berlokasi di Daerah Istimewa Yogyakarta. Jumlah sampel yang digunakan dalam studi ini sebanyak 120 responden, yang dipilih dengan menggunakan metode purposive sampling, yaitu teknik pengambilan sampel berdasarkan kriteria tertentu yang telah ditetapkan oleh peneliti. Hasil pengujian menggunakan uji t menunjukkan bahwa variabel pengalaman merek tidak menunjukkan pengaruh yang signifikan secara statistik terhadap resonansi merek. Meski demikian, uji F yang dilakukan untuk menilai pengaruh secara simultan dari keempat variabel independen menunjukkan bahwa pengalaman merek, kesadaran merek, keterikatan merek, dan kualitas hubungan merek secara bersama-sama berkontribusi terhadap peningkatan resonansi merek.
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