Anteseden brand loyalty pada hotel full service di Jakarta
Info Katalog
File Repositori
Nomor Panggil : 022001901243
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Harsini Soetomo
Subyek : Marketing - Management;Brand loyalty;Customer satisfaction - Marketing
Kata Kunci : customer experience, brand trust, brand affect, brand loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901243_Halaman-Judul.pdf | 9 | |
| 2. | 2023_TA_SMJ_022001901243_Lembar-Pengesahan.pdf | 5 | |
| 3. | 2023_TA_SMJ_022001901243_Bab-1-Pendahuluan.pdf | 8 | |
| 4. | 2023_TA_SMJ_022001901243_Bab-2-Tinjauan-Pustaka.pdf | 12 |
|
| 5. | 2023_TA_SMJ_022001901243_Bab-3-Metode-Penelitian.pdf | 12 |
|
| 6. | 2023_TA_SMJ_022001901243_Bab-4-Analisis-dan-Pembahasan.pdf | 12 |
|
| 7. | 2023_TA_SMJ_022001901243_Bab-5-Kesimpulan.pdf | 3 |
|
| 8. | 2023_TA_SMJ_022001901243_Daftar-Pustaka.pdf | 4 | |
| 9. | 2023_TA_SMJ_022001901243_Lampiran.pdf | 23 |
|
T ujuan penelitian ini adalah untuk menganalisis pengaruh Customer experience, Brand Trust dan Brand Affect terhadap Brand Loyalty. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen yang pernah menginap di hotel full service di wilayah Jakarta minimal 2 kali dalam kurun waktu 1 tahun terakhir. Sampel yang digunakan pada penelitian ini sebanyak 316 responden. Metode analisis data yang digunakan pada penelitian ini untuk menganalisa pengaruh antar variabel- variabel yang dimiliki menggunakan metode Structural Equation Model (SEM) dengan bantuan software AMOS 24. Hasil penelitian ini mendapati temuan bahwa Customer Experience, Brand Trust dan Brand Affect memiliki pengaruh terhadap Brand Loyalty.
T he purpose of this study was to analyze the effect of Customer experience, Brand Trust and Brand Affect on Brand Loyalty. Data was obtained by distributing online questionnaires to consumers consumers who have stayed at a full service hotel in the Jakarta area at least 2 times within the past 1 year. The sample used this study was 316 respondents. The data analysis method used in this study to analyze the influence between variabels using the Structural Equation Model (SEM) method with the help of AMOS 24 software. The results of this study found that Customer Experience, Brand Trust and Brand Affect have an influence on Brand Loyalty.
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