Pengaruh brand experience terhadap brand loyalty melalui brand love pada transportasi online
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022140006
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Brand experience;Marketing management
Kata Kunci : brand experience, brand loyalty, brand love
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2018_TA_MJ_022140006_Halaman-Judul.pdf | ||
| 2. | 2018_TA_MJ_022140006_Bab-1.pdf | 8 | |
| 3. | 2018_TA_MJ_022140006_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022140006_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022140006_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022140006_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022140006_Daftar-Pustaka.pdf | ||
| 8. | 2018_TA_MJ_022140006_Lampiran.pdf |
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P enelitian 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 he 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.
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