Pengaruh brand experience terhadap brand loyalty melalui perceived quality dan brand trust pada pengguna jersey
Info Katalog
File Repositori
Nomor Panggil : 022001901125
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Hj. Arwini Sumardi
Subyek : Marketing management;Brand loyalty
Kata Kunci : brand experience; perceived quality; brand trust; brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901125_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001901125_Lembar-Pengeshan.pdf | ||
| 3. | 2023_TA_SMJ_022001901125_Bab-1-Pendahuluan.pdf | ||
| 4. | 2023_TA_SMJ_022001901125_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2023_TA_SMJ_022001901125_Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2023_TA_SMJ_022001901125_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001901125_Bab-5-Simpulan.pdf |
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| 8. | 2023_TA_SMJ_022001901125_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001901125_Lampiran.pdf |
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T Tujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh Brand Experience terhadap Brand Loyalty melalui Perceived Quality dan Brand Trust pada Pengguna Jersey. Kriteria responden pada penelitian ini merupakan pengguna Jersey. Metode pengumpulan data yang digunakan non-probability sampling dengan teknik purposive sampling dengan menggunakan kuesioner yang telah diisi oleh 170 responden. Metode analisis data yang digunakan adalah metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Brand Experience berpengaruh positif terhadap Brand Loyalty, (2) Brand Experience berpengaruh positif terhadap Perceived Quality, (3) Brand Experience berpengaruh positif terhadap Brand Trust,(4) Perceived Quality berpengaruh positif terhadap Brand Loyalty, (5) Brand Trust berpengaruh positif terhadap Brand Loyalty, (6) Perceived Quality memediasi pengaruh positif Brand Experience terhadap Brand Loyalty, dan (7) Brand Trust memediasi pengaruh positif Brand Experience terhadap Brand Loyalty.
T The purpose of this research is to examine and analyze the influence of Brand Experience on Brand Loyalty toward Perceived Quality and Brand Trust in Jersey Users. Respondent criteria in this study are Jersey users. Data collection method used non-probability sampling and the technic used purposive sampling through questionnaires that had been filled in by 170 respondents. The data analysis method used is the Structural Equation Model (SEM) method. The results of this study are:(1) Brand Experience has a positive effect on Brand Loyalty, (2) Brand Experience has a positive effect on Perceived Quality, (3) Brand Experience has a positive effect on Brand Trust, (4) Perceived Quality has a positive effect on Brand Loyalty, (5) Brand Trust has a positive effect on Brand Loyalty, (6) Perceived Quality mediates the positive effect of Brand Experience on Brand Loyalty, and (7) Brand Trust mediates the positive influence of Brand Experience on Brand Loyalty
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