Pengaruh brand experiences terhadap brand loyalty yang dimediasi oleh perceived Quality dan brand trust pada konsumen produk olah raga

DETAIL KOLEKSI

Pengaruh brand experiences terhadap brand loyalty yang dimediasi oleh perceived Quality dan brand trust pada konsumen produk olah raga

Oleh : Immanuel Daud Christian

Info Katalog

Nomor Panggil : 022001901261

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Luki Adiati Pramono

Subyek : Marketing--Management;Branding (marketing)

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

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001901261_Halaman-Judul.pdf	12
2.	2023_TA_SMJ_022001901261_Lembar-Pengesahan-Tandatangan.pdf	7
3.	2023_TA_SMJ_022001901261_Bab-1-Pendahuluan.pdf	9
4.	2023_TA_SMJ_022001901261_Bab-2-Tinjauan-Pustaka.pdf	16
5.	2023_TA_SMJ_022001901261_Bab-3-Metodologi-Penelitian.pdf	13
6.	2023_TA_SMJ_022001901261_Bab-4-Analisa-dan-Pembahasan.pdf	23
7.	2023_TA_SMJ_022001901261_Bab-5-Kesimpulan.pdf	3
8.	2023_TA_SMJ_022001901261_Daftar-pustaka.pdf	5
9.	2023_TA_SMJ_022001901261_Lampiran.pdf	24

Abstrak
Abstract

P erusahaan harus mempunyai strategi pemasaran yang tepat dan efisien agar mampu bersaing dan memenangkan pasar serta mampu untuk mendapatkan pangsa pasar yang lebih banyak daripada pesaingnya.Pada penelitian ini, metode analisis data yang digunakan untuk menguji hipotesis yang sudah dirumuskan dengan menggunakan metode Structural Equation Model (SEM) dengan menggunakan software SPSS dan AMOS. Terdapat hubungan positif Brand Experience dan Perceived Quality terhadap Brand Loyalty, Terdapat hubungan positif Brand Experience terhadap Perceived Quality, Terdapat hubungan positif Brand Experience terhadap Brand Trust, Tidak terdapat hubungan positif Brand Trust terhadap Brand Loyalty, Brand Experience berpengaruh positif terhadap Brand Loyalty melalui Perceived Quality, Brand Experience berpengaruh positif terhadap Brand Loyalty melalui Brand Trust. Hasil penelitian menunjukan bahwa Brand Experience berperan penting dalam meningkatkan Brand Loyalty oleh sebab itu perusahaan harus menghasilkan Brand Experience yang baik dengan cara memastikan bahwa pelanggan memiliki interaksi yang positif dan memuaskan dengan merek sepatu perusahaan.

T he company must have a proper and efficient marketing strategy to be able to compete and win the market, as well as to gain a larger market share than its competitors. In this study, the data analysis method used to test the formulated hypotheses is the Structural Equation Model (SEM) using SPSS and AMOS software. There are positive relationships between Brand Experience and Perceived Quality towards Brand Loyalty. There is also a positive relationship between Brand Experience and Perceived Quality, as well as a positive relationship between Brand Experience and Brand Trust. However, there is no positive relationship between Brand Trust and Brand Loyalty. Brand Experience has a positive influence on Brand Loyalty through Perceived Quality, and it also has a positive influence on Brand Loyalty through Brand Trust. The research results show that Brand Experience plays a crucial role in increasing Brand Loyalty; therefore, the company must produce a good Brand Experience by ensuring that customers have positive and satisfying interactions with the company's shoe brand..