Pengaruh brand experience terhadap brand loyalty yang dimediasi customer satisfaction, brand trust
P Penelitian ini bertujuan menguji dan menganalisa pengaruh Brand Experience terhadap Brand Loyalty yang dimediasi Customer Satisfaction,Brand Trust. Objek penelitian ini adalah produk Sepatu Olahraga. Metode yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling kepada 240 responden. Teknik pengumpulan data menggunakan kuesioner (Google form). Data yang diperoleh dianalisis dengan software AMOS 21. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif Brand Experience terhadap Customer Satisfaction, terdapat pengaruh positif Brand Experience terhadap Brand Trust, terdapat pengaruh positif Brand Experience terhadap Brand Loyalty, terdapat pengaruh tidak positif Customer Satisfaction terhadap brand Loyalty, terdapat pengaruh positif Brand Trust terhadap Brand Loyalty, tidak terdapat pengaruh positif Brand Experience terhadap BrandLoyalty yang dimediasi Customer Satisfaction, terdapat pengaruh positif Brand Experience terhadap Brand Loyalty yang dimediasi Brand Trust. Implikasi manajerial untuk meningkatkan Brand Experience, Customer Satisfaction, Brand Trust, Brand Loyalty.
T This study aims to examine and analyze the effect of Brand Experience on Brand Loyalty mediated by Customer Satisfaction, Brand Trust. The object of this research is sports shoes products. The method used in this research is non-probability sampling with purposive sampling technique to 240 respondents. Data collection techniques using a questionnaire (Google form). The data obtained were analyzed using AMOS 21 software. The results of this study indicate that there is a positive influence of Brand Experience on Customer Satisfaction, there is a positive influence of Brand Experience on Brand Trust, there is a positive influence of Brand Experience on Brand Loyalty, there is a negative influence of Customer Satisfaction on the brand. Loyalty, there is a positive influence of Brand Trust on Brand Loyalty, there is no positive influence of Brand Experience on Brand Loyalty mediated by Customer Satisfaction, there is a positiveinfluence of Brand Experience on Brand Loyalty mediated by Brand Trust. Managerialimplications to improve Brand Experience, Customer Satisfaction, Brand Trust, Brand Loyalty.