Pengaruh brand experince terhadap brand loyalty melalui perceived quality dan brand trust pada pengguna shopeepay di indonesia

DETAIL KOLEKSI

Pengaruh brand experince terhadap brand loyalty melalui perceived quality dan brand trust pada pengguna shopeepay di indonesia

Oleh : Dewi Masitoh

Info Katalog

Nomor Panggil : 022001905011

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Husna Leila Yusran

Subyek : Brand loyalty;Marketing management

Kata Kunci : brand experience, brand loyalty, perceived quality, brand trust , shopeepay users.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001905011_Halaman-Judul.pdf	11
2.	2023_TA_SMJ_022001905011_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001905011_Bab-1-Pendahuluan.pdf	6
4.	2023_TA_SMJ_022001905011_Bab-2-Tinjauan-Pustaka.pdf	11
5.	2023_TA_SMJ_022001905011_Bab-3-Metodologi-Penelitian.pdf	14
6.	2023_TA_SMJ_022001905011_Bab-4-Analisis-dan-Pembahasan.pdf	17
7.	2023_TA_SMJ_022001905011_Bab-5-Kesimpulan.pdf	3
8.	2023_TA_SMJ_022001905011_Daftar-Pustaka.pdf	4
9.	2023_TA_SMJ_022001905011_Lampiran.pdf	22

Abstrak
Abstract

T ujuan dari penelitian ini adalah untuk menganalisis pengaruh brand experience terhadap brand loyalty berdasarkan perceived quality dan brand trust pengguna Shopeepay Indonesia. Kriteria responden pada penelitian ini merupakan pengguna Shopeepay yang melakukan transaksi secara online.Metode pengumpulan data yang digunakan adalah purposive sampling yang melalui kuesioner yang telah diisi oleh 160 responden. Metode analisis data yang digunakan adalah Structural Equation Model (SEM) melalui program AMOS dan SPSS. Hasilnya mendukung hipotesis dan menunjukkan pentingnya kualitas dan kepercayaan dalam membangun loyalitas merek bagi perusahaan Shopeepay. Pengalaman merek memiliki pengfaruh positif dan bergantung pada kepercayaan merek dan kualitas yang dirasakan, sedangkan pengalaman merek, kualitas yang dirasakan, dan kepercayaan merek tidak didasarkan pada loyalitas merek. Peran mediasi penting dari kualitas yang dirasakan dan kepercayaan merek telah terbukti bertindak sebagai mediasi antara pengalaman merek pelanggan dan loyalitas merek. Hasil penelitian ini dapat memberikan informasi penting bagi pengelola shopeepay untuk meningkatkan brand loyalty melalui brand experience, perceived quality, dan brand trust . Penelitian penelitian selanjutnya dapat menggunakan variabel lain seperti variabel brand satisfaction agar penelitian ini lebih komperhensif (Rahmat & Kurniawati, 2022).

T he purpose of this research is to analyze the effect of brand experience on brand loyalty based on perceived quality and brand trust of Indonesian Shopeepay users. The respondent criteria in this research are Shopeepay users who transact online. The data collection method used is purposive sampling through a questionnaire filled by 160 respondents. The data analysis method used is Structural Equation Model (SEM) through the AMOS and SPSS programs. The results support the hypothesis and show the importance of quality and trust in building brand loyalty for Shopeepay companies. Brand experience has a positive influence and depends on brand trust and perceived quality, while brand experience, perceived quality, and brand trust are not based on brand loyalty. The mediating role of perceived quality and brand trust has proven to act as a mediator between customer brand experience and brand loyalty. The results of this research can provide important information for Shopeepay managers to increase brand loyalty through brand experience, perceived quality, and brand trust . Future research studies can use other variables such as customer satisfaction variables so that this research is more comprehensive ( Rahmat & Kurniawati, 2022).