Pengaruh brand experience terhadap satisfaction, uncertainty dan brand loyalty pada merek raket bulutangkis

DETAIL KOLEKSI

Pengaruh brand experience terhadap satisfaction, uncertainty dan brand loyalty pada merek raket bulutangkis

Oleh : Rika Andraini

Info Katalog

Nomor Panggil : 022001901036

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Robert Kristaung

Subyek : Uncertainty;Marketing management;Brand loyalty

Kata Kunci : brand experience,satisfaction, uncertainty, brand loyalty

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2023_TA_SMJ_022001901036_Halaman-Judul.pdf
2.	2023_TA_SMJ_022001901036_Lembar-Pengesahan.pdf
3.	2023_TA_SMJ_022001901036_Bab-1-Pendahuluan.pdf
4.	2023_TA_SMJ_022001901036_Bab-2-Tinjauan-Pustaka.pdf
5.	2023_TA_SMJ_022001901036_Bab-3-Metode-Penelitian.pdf
6.	2023_TA_SMJ_022001901036_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2023_TA_SMJ_022001901036_Bab-5-Simpulan.pdf
8.	2023_TA_SMJ_022001901036_Daftar-Pustaka.pdf
9.	2023_TA_SMJ_022001901036_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk mengetahui pengaruh brand experience terhadap satisfaction, uncertainty, dan brand loyalty pada merek raket bulutangkis. Jumlah data yang diambil pada penelitian ini terdapat 132 sampel data. Unit Analisa yang digunakan dalam penelitian ini individual, yaitu konsumen yang melakukan pembelian minimal tiga kali dalam satu tahun terakhir. Teknik pengambilan sampel dalam penelitian ini adalah dengan menggunakan purposive sampling. Alat analisis data yang digunakan adalah Structural Equation Model (SEM). Dari hasil penelitian ini disimpulkan bahwa brand experience berpengaruh positif terhadap satisfaction, brand experience berpengaruh positif terhadap uncertainty,brand experience tidak berpengaruh postitif terhadap brand loyalty, satisfaction berpengaruh positif terhadap brand loyalty, uncertainty berpengaruh positif terhadap brand loyalty.

T This study aims to determine the effect of brand experience on satisfaction, uncertainty, and brand loyalty in badminton racket brands. The amount of data taken in this study contained 132 data samples. The unit of analysis used in this study is individual, namely consumers who have purchased at least three times in the past year. The sampling technique in this study was to use purposive sampling. The data analysis tool used is the Structural Equation Model (SEM). From the results of this study it was concluded that brand experience has a positive effect on satisfaction, brand experience has a positive effect on uncertainty, brand experience has no positive effect on brand loyalty, satisfaction has a positive effect on brand loyalty, uncertainty has a positive effect on brand loyalty