Pengaruh relational benefits dan brand experience terhadap loyalitas pada restoran cepat saji
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Diah Astarini
Kata Kunci : Relational Benefits, Social Benefits, Confidence Benefits, Special Treatment Benefits, Brand Experie
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002001105_Halaman-Judul.pdf | ||
| 2. | 2024_SK_SMJ_022002001105_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002001105_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002001105_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002001105_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002001105_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002001105_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002001105_Bab-1.pdf | ||
| 9. | 2024_SK_SMJ_022002001105_Bab-2.pdf |
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| 10. | 2024_SK_SMJ_022002001105_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002001105_Bab-4.pdf |
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| 12. | 2024_SK_SMJ_022002001105_Bab-5.pdf | ||
| 13. | 2024_SK_SMJ_022002001105_Daftar-Pustaka.pdf | ||
| 14. | 2024_SK_SMJ_022002001105_Lampiran.pdf |
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P enelitian ini bertujuan untuk menganalisis pengaruh relational benefits dan brand experience terhadap loyalitas. Data diperoleh dengan mendistribusikan kuesioner secara offline sebanyak 100 responden dan online sebanyak 117 responden, dengan total responden yang terkumpul sebanyak 217 responden. Teknik analisis data yang digunakan adalah Structural Equation Model dan dengan bantuan software AMOS. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Hasil penelitian menunjukkan bahwa, relational benefits kecuali social benefits berpengaruh positif terhadap repurchase intention, relational benefits berpengaruh positif terhadap willingness to pay more, dan word of mouth, brand experience berpengaruh positif terhadap repurchase intention, brand experience kecuali sensory experience berpengaruh positif terhadap willingness to pay more, brand experience kecuali sensory experience dan behavioural experience berpengaruh positif terhadap word of mouth. Penelitian selanjutnya dapat mengembangkan wilayah dan menambahkan variabel lain yang dapat mempengaruhi relational benefits dan brand experience seperti variabel E-WOM, brand equity dan brand love (Dandis et al., 2023).Kata Kunci: relational benefits, brand experience, loyalitas.
T his study aims to analyze the influence of relational benefits and brand experience on loyalty. Data was gained by distributing questionnaires offline to 100 respondents and online to 117 respondents, resulting in a total of 217 respondents. The data analysis technique used was Structural Equation Modeling with the help of AMOS software. The sampling technique used is purposive sampling. The results of the research show that relational benefits, except for social benefits, have a positive influence on repurchase intention, relational benefits positively influence willingness to pay more, and word of mouth. Brand experience positively influences repurchase intention, brand experience, except for sensory experience, positively influences willingness to pay more, and brand experience, except for sensory experience and behavioural experience, positively influences word of mouth. Future research can develop to a wider and other variables that may affect the variables of relational benefits and brand experience, such as E-WOM,brand equity and brand love (Dandis et al., 2023).Keywords: relational benefits, brand experience, loyalty.
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