Pengaruh Corporate Branding terhadap Brand Loyalty dengan Emotional Attachment sebagai Variabel Intervening pada Millennial Consumer di Clinic MS Glow Medan

Abstract

The objective of this research is to reveal effects of Corporate Branding on Brand Loyalty using Emotional Attachment as an Intervening Variable in the Millennial Consumer at Ms Glau., Clinic Medan. This is an associative research that uses quantitative data. The data are collected from primary and secondary data. The ana{vsis methods used consist of descriptive statistics analysis and structural equation modeling. Population and sample amount to 207 millennial consumers at Ms Glow Clinic Medan. The research uses non-probability sampling with an accidental sampling method The research findings demonstrate that corporate associations have positive and sign.ificant effects on emotional attachment, C01porate activities have positive and significant effects on emotional attachment, Corporate values have positive and significant effects on emotional attachment, Co,porate personalities have positive and significant effects on emotional attachmen,t Corporate associations have positive and significant effects on brand loyalty, C01porate activities have positive and insignificant effect on brand loyalty, Corporate values have positive and sign.ificant effects on brand loyalty, Corporate personalities have positive and significant effects on brand loyalty, Emotional attachment has positive and significant effects on brand loyalty, Corporate associations have positive and significant effects on brand loyalty by using emotional attachment, Corporate activities have positive and significant effects of brand loyalty by using emotional attachment, Corporate values have positive and insignificant e.ffects on brand loyalty by using emotional attachment, Cprporate personalities have positive and sign.ificant effects on brand loyalty by using emotional attachment.