Pengaruh brand experience terhadap brand loyalty yang dimediasi customer satisfaction, brand trust

DETAIL KOLEKSI

Pengaruh brand experience terhadap brand loyalty yang dimediasi customer satisfaction, brand trust

Oleh : Muhamad Rafid Adilla

Info Katalog

Nomor Panggil : 022001800034

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Kurniawati

Subyek : Marketing - Management;Consumer satisfaction

Kata Kunci : brand experience, customer satisfaction, brand trust, brand loyalty.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001800034_Halaman-Judul.pdf	8
2.	2022_TA_SMJ_022001800034_Lembar--Pengesahan.pdf	6
3.	2022_TA_SMJ_022001800034_Bab-1-Pendahuluan.pdf	6
4.	2022_TA_SMJ_022001800034_Bab-2-Tinjauan-Pustaka.pdf	12
5.	2022_TA_SMJ_022001800034_Bab-3-Metode-Penelitian.pdf	15
6.	2022_TA_SMJ_022001800034_Bab-4-Analisis-dan-Pembahasan.pdf	18
7.	2022_TA_SMJ_022001800034_Bab-5-Kesimpulan.pdf	3
8.	2022_TA_SMJ_022001800034_Daftar-Pustaka.pdf	4
9.	2022_TA_SMJ_022001800034_Lampiran.pdf	59

Abstrak
Abstract

P enelitian ini bertujuan menguji dan menganalisa pengaruh Brand Experience terhadap Brand Loyalty yang dimediasi Customer Satisfaction,Brand Trust. Objek penelitian ini adalah produk Sepatu Olahraga. Metode yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling kepada 240 responden. Teknik pengumpulan data menggunakan kuesioner (Google form). Data yang diperoleh dianalisis dengan software AMOS 21. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif Brand Experience terhadap Customer Satisfaction, terdapat pengaruh positif Brand Experience terhadap Brand Trust, terdapat pengaruh positif Brand Experience terhadap Brand Loyalty, terdapat pengaruh tidak positif Customer Satisfaction terhadap brand Loyalty, terdapat pengaruh positif Brand Trust terhadap Brand Loyalty, tidak terdapat pengaruh positif Brand Experience terhadap BrandLoyalty yang dimediasi Customer Satisfaction, terdapat pengaruh positif Brand Experience terhadap Brand Loyalty yang dimediasi Brand Trust. Implikasi manajerial untuk meningkatkan Brand Experience, Customer Satisfaction, Brand Trust, Brand Loyalty.

T his study aims to examine and analyze the effect of Brand Experience on Brand Loyalty mediated by Customer Satisfaction, Brand Trust. The object of this research is sports shoes products. The method used in this research is non-probability sampling with purposive sampling technique to 240 respondents. Data collection techniques using a questionnaire (Google form). The data obtained were analyzed using AMOS 21 software. The results of this study indicate that there is a positive influence of Brand Experience on Customer Satisfaction, there is a positive influence of Brand Experience on Brand Trust, there is a positive influence of Brand Experience on Brand Loyalty, there is a negative influence of Customer Satisfaction on the brand. Loyalty, there is a positive influence of Brand Trust on Brand Loyalty, there is no positive influence of Brand Experience on Brand Loyalty mediated by Customer Satisfaction, there is a positiveinfluence of Brand Experience on Brand Loyalty mediated by Brand Trust. Managerialimplications to improve Brand Experience, Customer Satisfaction, Brand Trust, Brand Loyalty.