?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+CITRA+MEREK+TERHADAP+PENDEKATAN+KONSUMEN+DAN%0D%0A%0D%0ADAMPAKNYA+PADA+LOYALITAS%0D%0A%0D%0AKOMUNITAS+AKTIF+KESEHATAN+DI+BANDAR+LAMPUNG%0D%0A(Studi+Pada+Produk+Gula+Rendah+Kalori+PT+Nutrifood+Indonesia)&rft.creator=Raisa%2C++Adelia+Purwanti%09&rft.subject=330+Ekonomi&rft.description=Penelitian+ini+bertujuan+untuk+mengetahui+%E2%80%9CPengaruh+Citra+Merek+Terhadap+Pendekatan%0D%0AKonsumen+Dan+Dampaknya+Pada+Loyalitas+Komunitas+Aktif+Kesehatan+Di+Bandar+Lampung%0D%0A(Studi+Pada+Produk+Gula+Rendah+Kalori+PT+Nutrifood+Indonesia)%E2%80%9D.+Dalam+penelitian+ini%0D%0Aterdapat+tiga+variabel+yaitu%2C+citra+merek+sebagai+variabel+independen%2C+pendekatan+konsumen%0D%0Asebagai+variabel+intervening%2C+dan+loyalitas+komunitas+sebagai+variabel+dependen.+Metode%0D%0Apenelitian+yang+digunakan+pada+penelitian+ini+adalah+kuantitatif+dengan+pendekatan+deskriptif%0D%0Ayang+disebar+kepada+100+responden+menggunakan+kuesioner+yang+disebar+secara+online%0D%0Adengan+teknik+skala+likert.+Berdasarkan+rumusan+masalah+dan+pembahasan+hasil+penelitian%2C%0D%0Amaka+diperoleh+kesimpulan+sebagai+berikut+%3A+(1)+Citra+merek+berpengaruh+signifikan+terhadap%0D%0Apendekatan+konsumen.+(2)+Pendekatan+konsumen+berpengaruh+signifikan+terhadap+loyalitas%0D%0Akonsumen.+(3)+Citra+merek+berpengaruh+signifikan+terhadap+loyalitas+konsumen+melalui%0D%0Apendekatan+konsumen+sebagai+variabel+intervening.%0D%0A%0D%0AKata+kunci+%3A+Citra+Merek%2C+Pendekatan+Konsumen%2C+Loyalitas+Konsumen.This+research+aims+to+determine+the+%22Influence+of+Brand+Image+on+Consumer+Engagement+and%0D%0A%0D%0AIts+Impact+on+Loyalty+of+Active+Health+Community+in+Bandar+Lampung+(A+Study+on+Low-%0D%0ACalorie+Sugar+Products+of+PT+Nutrifood+Indonesia)%22.+In+this+study%2C+there+are+three+variables%3A%0D%0A%0D%0Abrand+image+as+an+independent+variable%2C+consumer+engagement+as+an+intervening+variable%2C%0D%0Aand+consumer+loyalty+as+a+dependent+variable.+The+research+method+used+in+this+study+is%0D%0Aquantitative+with+a+descriptive+approach+distributed+to+100+respondents+using+an+online%0D%0Aquestionnaire+with+a+Likert+scale+technique.+Based+on+the+formulation+of+the+problem+and+the%0D%0Adiscussion+of+the+research+results%2C+the+following+conclusions+are+obtained%3A+(1)+Brand+image%0D%0Ahas+a+significant+influence+on+consumer+engagement.+(2)+Consumer+approach+has+a+significant%0D%0Ainfluence+on+consumer+loyalty.+(3)+Brand+image+has+a+significant+influence+on+consumer%0D%0Aloyalty+through+consumer+engagement+as+an+intervening+variable.%0D%0A%0D%0AKeywords%3A+Brand+Image%2C+Consumer+Engagement%2C+Consumer+Loyalty.%0D%0A&rft.publisher=EKONOMI+DAN+BISNIS&rft.date=2024-07-05&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F87649%2F1%2FAbstrak%2520-%2520Raisa%2520Ade.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F87649%2F2%2FSkripsi_Raisa%2520Adelia%2520Purwanti-1%2520-%2520Raisa%2520Ade.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F87649%2F3%2FTanpa%2520Pembahasan%2520-%2520Raisa%2520Ade.pdf&rft.identifier=++Raisa%2C+Adelia+Purwanti+++(2024)+PENGARUH+CITRA+MEREK+TERHADAP+PENDEKATAN+KONSUMEN+DAN+DAMPAKNYA+PADA+LOYALITAS+KOMUNITAS+AKTIF+KESEHATAN+DI+BANDAR+LAMPUNG+(Studi+Pada+Produk+Gula+Rendah+Kalori+PT+Nutrifood+Indonesia).++EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG+.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F87649%2F