Pengaruh offline experience terhadap customer loyalty serta dampaknya pada brand equity

DETAIL KOLEKSI

Pengaruh offline experience terhadap customer loyalty serta dampaknya pada brand equity

Oleh : Giadi Suvi Nugrha Phasa

Info Katalog

Nomor Panggil : 2019_TA_MJ_022141044

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Brand name products;Customer loyalty

Kata Kunci : offline experience,eBrand equity, customer loyalty.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2019_TA_MJ_022141044_Halaman-Judul.pdf
2.	2019_TA_MJ_022141044_Bab-1.pdf
3.	2019_TA_MJ_022141044_Bab-2.pdf
4.	2019_TA_MJ_022141044_Bab-3.pdf
5.	2019_TA_MJ_022141044_Bab-4.pdf
6.	2019_TA_MJ_022141044_Bab-5.pdf
7.	2019_TA_MJ_022141044_Daftar-Pustaka.pdf
8.	2019_TA_MJ_022141044_Lampiran.pdf

Abstrak
Abstract

D alam penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Offline Experience terhadap Customer Loyalty melalui Brand Equity di Budget Hotel. Data yang digunakan dalam penelitian ini adalah data primer. Data dikumpulkan langsung melalui penyebaran kuisioner kepada 256 responden. Teknik pengambilan sampel dalam penelitian ini adalah dengan menggunakan purposive sampling. Uji instrumen data menggunakan validitas dan reliabilitas. Uji hipotesis menggunakan Structure Equation Model (SEM). Hasil pengujian hipotesa menunjukkan bahwa, 1) terdapat pengaruh positif Offline Experience terhadap Brand Equity. 2) terdapat pengaruh positif Brand Equity terhadap Customer Loyalty. 3) terdapat pengaruh positif Offline Experience terhadap Customer Loyalty.

I n this study aims to test and analyze the effect of Offline Experience on Customer Loyalty through Brand Equity in the Budget Hotel. The data used in this study are primary data. Data were collected directly through questionnaires to 256 respondents. The sampling technique in this study is to use purposive sampling. Test data instruments using validity and reliability. Hypothesis testing uses the Structure Equation Model (SEM). Hypothesis testing results show that, 1) there is a positive influence of Offline Experience on Brand Equity. 2) there is a positive influence of Brand Equity on Customer Loyalty. 3) there is a positive influence of the Offline Experience on Customer Loyalty