Pengaruh brand experience terhadap brand loyalty yang dimediasi oleh perceived quality dan brand trust

DETAIL KOLEKSI

Pengaruh brand experience terhadap brand loyalty yang dimediasi oleh perceived quality dan brand trust

Oleh : Muhammad Akbar Prasetyo

Info Katalog

Nomor Panggil : 022001901152

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Robert Kristaung

Subyek : Branding (marketing);Marketing -- Management

Kata Kunci : brand experience, perceived quality, brand trust, and brand llyalty

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022001901152_Halaman-Judul.pdf	11
2.	2024_TA_SMJ_022001901152_Lembar-Pengesahan.pdf	6
3.	2024_TA_SMJ_022001901152_Bab-1-Pendahuluan.pdf	8
4.	2024_TA_SMJ_022001901152_Bab-2-Tinjauan-Pustaka.pdf	14
5.	2024_TA_SMJ_022001901152_Bab-3-Metode-Penelitian.pdf	23
6.	2024_TA_SMJ_022001901152_Bab-4-Analisis-dan-Pembahasan.pdf	21
7.	2024_TA_SMJ_022001901152_Bab-5-Kesimpulan.pdf	5
8.	2024_TA_SMJ_022001901152_Daftar-Pustaka.pdf	2
9.	2024_TA_SMJ_022001901152_Lampiran.pdf	23

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji serta menganalisis peran brand experience, perceived quality, dan brand trust terhadap brand loyalty pada konsumen pengguna top brand pakaian olahraga di Indonesia. Sampel yang digunakan dalam penelitian ini berjumlah 224 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah Brand Experience tidak berpengaruh positif terhadap Brand Loyalty, Brand Experience berpengaruh positif terhadap Perceived Quality, Brand Experience berpengaruh positif terhadap Brand Trust, Perceived Quality berpengaruh positif terhadap Brand Loyalty, Brand Trust berpengaruh positif terhadap Brand Loyalty, Perceived Quality tidak dapat memediasi pengaruh positif Brand Experience terhadap Brand Loyalty, dan Brand Trust tidak dapat memediasi pengaruh positif Brand Experience terhadap Brand Loyalty. Implikasi manajerial dari penelitian ini adalah dengan meningkatkan brand experience yaitu dengan memberikan pelayanan yang berkesan kepada konsumen, lalu dapat juga dengan meningkatkan perceived quality yaitu dengan memproduksi pakaian olahraga dengan bahan yang berkualitas, dan terakhir dengan meningkatkan brand trust yaitu dengan menjaga nama baik perusahaan dan dapat diandalkan oleh konsumen.

T his research aims to test and analyze the role of brand experience, perceived quality, and brand trust on brand loyalty among consumers who use top sportswear brands in Indonesia. The sample used in this research was 224 respondents. The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this research are Brand Experience has no positive effect on Brand Loyalty, Brand Experience has a positive effect on Perceived Quality, Brand Experience has a positive effect on Brand Trust, Perceived Quality has a positive effect on Brand Loyalty, Brand Trust has a positive influence on Brand Loyalty, Perceived Quality cannot mediate the positive influence of Brand Experience on Brand Loyalty, and Brand Trust cannot mediate the positive influence of Brand Experience on Brand Loyalty. The managerial implication of this research is to improve brand experience, namely by providing impressive service to consumers, then you can also improve perceived quality, namely by producing sportswear with quality materials, and finally by increasing brand trust, namely by maintaining the good name of the company and being able to relied on by consumers.