MENINGKATKAN KETERIKATAN MEREK

Sri Rahayu(1), Fauzi Fauzi(2), Hikmatul Aliyah(3),


(1) Prodi Manajemen, STIE Lampung Timur, Lampung Timur
(2) Prodi Sistem Informasi, STMIK Pringsewu
(3) Prodi Manajemen, STIE Lampung Timur, Lampung Timur
Corresponding Author

Abstract


Keterikatan emosional konsumen kepada merek merupakan tema yang menarik untuk diteliti. Berbagai literatur membahas mengenai faktor yang berperan dalam upaya meningkatkan keterikatan merek. Penelitian ini bertujuan untuk mengkaji berbagai literatur mengenai faktor-faktor yang mampu berperan untuk meningkatkan keterikatan merek. Berbagai penelitian terdahulu menunjukan bahwa kepercayaan merek, kepribadian merek dan brand authenticity mampu berperan meningkatkan keterikatan merek. Keterikatan merek masoh menjadi salah satu kunci sukses memasarkan merek. Memahami faktor penyebab yang mempengaruhi peningkatan keterikatan merek, sangat bermanfaat bagi perusahaan untuk merancang dan mengembangkan strategi yang tepat. Bagi akademisi berguna untuk mengembangkan penelitian dengan tema yang sama di masa yang akan datang.   


Keywords


Keterikatan Merek, Kepercayaan Merek, Kepribadian Merek, Brand Authenticity

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