Rachmawan, Yusuf Ade (2017) Analisis Pengaruh Brand Personality terhadap Event Involvement dan Loyalty pada Pagelaran Jakarta Fashion Week 2017. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan fashion di dunia sangat cepat berubah. Fashion sudah menjadi salah satu bagian dari gaya hidup sebagaian besar masyarakat di dunia. Adanya fashion week di beberapa daerah menjadi sebuah tolak ukur trend fashion masa kini. Di Indonesia sendiri Jakarta Fashion Week (JFW) merupakan salah satu event yang diselenggarakan untuk mempertunjukkan trend fashion yang dapat dijadikan sebagai acuan para pecinta fashion di Indonesia. Dalam mengikuti sebuah acara, sesesorang akan tertarik untuk datang apabila acara tersebut dapat mencerminkan karakteristik dan pribadi dari orang tersebut juga berpengaruh langsung terhadap diri seseorang. Suatu pagelaran yang bersifat tahunan atau berkontinuitas sangat penting untuk memiliki komunitas yang loyal, karena orang-orang yang loyal dapat mendorong perkembangan event yang positif, berpartisipasi kembali di waktu yang akan datang dan mengajak orang lain ikut serta dapat event tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh 5 dimensi brand personality Aaker’s (1997) di dalam event Jakarta Fahion Week, serta bagaimana hal tersebut dapat berdampak pada event involvement dan loyalty untuk mengikuti event berikutnya.
Penelitian ini menggunakan metode konfirmatif kuantitatif dengan teknik analisis data Structural Equation Model (SEM). Adapun sampel dalam penelitian ini adalah 150 responden yang berpartisipasi dalam acara JFW 2017. Hasil penelitian ini ditemukan bahwa dari 5 dimensi brand personality terdapat 5 dimensi brand personality yang memiliki pengaruh positif signifikan terhadap 3 dimensi event involvement dan loyalty. Sedangkan 1 dimesi event involvement yakni personal self expression tidak memiliki pengaruh terhadap loyalty.
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Fashion trend in the world changed extremely fast. Fashion has become the one of people’s lifestyle in the world. Fashion week events in several areas can be a measurement of fahion trend nowadays. There was a fashion week event in Indonesia called Jakarta Fashion Week (JFW) aims to show fashion trend to people who want to improve their fashion style. People will join some events if the event has involment to them, hence they will come to that event again and again. Annually and continuously event is really important to create loyalty among people who are involved in it, in order to increase positive development towards the organizer in organizing the next event. Saving a huge amount from the marketing budget, and creating a higher quality event. This study aims to know the effect of 5 brand personality dimension to event involvement dan loyalty in Jakarta Fashion Week (JFW).
This study use quantitative confirmative method with Structural Equation Model (SEM) analysis technique. The sample of this study is 150 respondents who became a participant of Jakarta Fashion Week 2017. Result show that there was significant effect of 5 brand personality dimension to 3 dimension of event involvement and loyalty. Meanwhile, there was one dimension of event involvement called personal self expression that has not effect to loyalty.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Jakarta Fashion Week, Brand Personality, Event Involment, Loyalty, Structural Equation Model (SEM) |
| Subjects: | N Fine Arts > N Visual arts (General) For photography, see TR N Fine Arts > NX Arts in general |
| Divisions: | Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | RACHMAWAN YUSUF ADE |
| Date Deposited: | 15 Sep 2017 04:02 |
| Last Modified: | 06 Mar 2019 02:30 |
| URI: | http://repository.its.ac.id/id/eprint/42014 |
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