Pengaruh brand experience terhadap brand loyalty melalui perceived quality dan brand trust pada pengguna smartphone di Jakarta

DETAIL KOLEKSI

Pengaruh brand experience terhadap brand loyalty melalui perceived quality dan brand trust pada pengguna smartphone di Jakarta

Oleh : Rangga Anung Anindita

Info Katalog

Nomor Panggil : 022002116501

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Ardadi Widyananda

Subyek : Brand loyalty;Marketing - Management

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_022002116501_Halaman-Judul.pdf	10
2.	2023_TA_SMJ_022002116501_Lembar-Pengesahan.pdf	5
3.	2023_TA_SMJ_022002116501_Bab-1-Pendahuluan.pdf	11
4.	2023_TA_SMJ_022002116501_Bab-2-Tinjauan-Pustaka.pdf	14
5.	2023_TA_SMJ_022002116501_Bab-3-Metode-Penelitian.pdf	14
6.	2023_TA_SMJ_022002116501_Bab-4-Analisa-dan-Pembahasan.pdf	18
7.	2023_TA_SMJ_022002116501_Bab-5-Simpulan.pdf	3
8.	2023_TA_SMJ_022002116501_Daftar-Pustaka.pdf	6
9.	2023_TA_SMJ_022002116501_Lampiran.pdf	23

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji pengaruh Brand Experience terhadap Brand Loyalty yang dimediasi oleh Perceived Quality dan Brand Trust pada pengguna smartphone di Jakarta. Penyebaran kuesioner dilakukan kepada 188 Responden sebagai sample. Dalam penelitian ini metode pengambilan sample menggunakan non-probability sampling, menggunakan teknik purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM), SPSS dan Software AMOS24. Hasil penelitian menampilkan (1) Variabel Brand Experience tidak terdapat pengaruh positif terhadap Brand Loyalty dan tidak didukung. (2) Variabel Brand Experience berpengaruh positif terhadap Perceived Quality dan didukung. (3) Variabel Brand Experience berpengaruh positif terhadap Brand Trust dan didukung. (4) Variabel Perceived Quality berpengaruh positif terhadap Brand Loyalty dan didukung. (5) Variabel Brand Trust berpengaruh positif terhadap Brand Loyalty dan didukung. (6) Variabel Brand Experience berpengaruh positif terhadap Brand Loyalty yang dimediasi oleh Perceived Quality dan didukung. (7) Variabel Brand Experience tidak terdapat pengaruh positif terhadap Brand Loyalty yang dimediasi oleh Brand Trust. Saran (1) Penelitian selanjutnya diharapkan dapat mengembangkan lagi model penelitian yang digunakan dengan menambahkan variabel-variabel baru, terutama yang dapat menjadi variabel mediasi antara brand experience dan brand loyalty.

T he objective of the empirical study is to examine and to analyze the effect of Brand Experience on Brand Loyalty mediated by Perceived Quality and Brand Trust of smaprtphone users in Jakarta. Distributing questionnaires to 188 respondents as samples. In this study, the sampling method used non-probability sampling, using purposive sampling technique. The data analysis methods used are Structural Equation Modeling (SEM), SPSS and AMOS24 software. The results show (1) Brand Experience variables have no positive effect on Brand Loyalty and is not supported. (2) Brand Experience variables have a positive effect on Perceived Quality and is supported. (3) the Brand Experience variables have a positive effect on Brand Trust and is supported.(4) Perceived Quality variables have a positive effect on Brand Loyalty and is supported. (5) Brand Trust variable has a positive effect on Brand Loyalty is supported. (6) Brand Experience variable has a positive effect on Brand Loyalty which is mediated by Perceived Quality and is supported. (7) Brand Experience variable have no positive effect on Brand Loyalty which is mediated by Brand Trust and is not supported. Suggestions (1) Further research is expected can develop the research model used by adding new variables, especially those that can become mediating variables between brand experience and brand loyalty.