Pengaruh brand experience terhadap brand loyalty melalui brand love pada transportasi online
P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Brand Experience terhadap Brand Loyalty melalui Brand Love konsumen transportasi online. Sampel yang digunakan dalam penelitian ini berjumlah 275 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Brand Experience berpengaruh positif terhadap Brand Love, (2) Brand Experience berpengaruh positif terhadap Brand Loyalty, (3) Brand Love berpengaruh positif terhadap Brand Loyalty, (Brand Experience berpengaruh positif terhadap Brand Loyalty melalui Brand Love.
T The objective of this study is to examine and analyze the effect of Brand Experience toward Brand Loyalty through Brand Love from customers of online transportation. The samples being used in this study is 275 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structural Equation Model (SEM) analysis method. The findings of this study are: (1) Brand Experience has a positive effect toward Brand Love, (2) Brand Experience has a positive effect toward Brand Loyalty, (3) Brand Love has a positive effect toward Brand Loyalty, (4) Brand Experience has a positive effect toward Brand Loyalty through Brand Love.