ASDAN SOFYAN, MUHAMMAD (2024) PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOYALTY DENGAN BRAND TRUST DAN BRAND LOVE SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Telkomsel di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to determine the influence of brand experience on brand loyalty with brand trust and brand love as intervening variables. This research use quantitative descriptive methods with sample size of 120 respondent who where at least 18 years old. The data collection used by questionnaire and literature study. The analytical method used is SEM-PLS. In detail, the research results that brand experience has a positive but not significant effect on brand loyalty, brand experience has a positive and significant effect on brand trust, brand trust has a positive and significant effect on brand loyalty, brand experience has a positive and significant effect on brand love, brand love has a positive and significant effect on brand loyalty, brand trust is able to full mediate the relationship between brand experience and brand loyalty, and brand love is able to full mediate the relationship between brand experience and brand loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh brand experience terhadap brand loyalty dengan brand trust dan brand love sebagai variabel intervening. Penelitian ini menggunakan metode kuantitatif deskriptif dengan jumlah sample sebanyak 120 responden yang berusia minimal 18 tahun. Pengumpulan data yang digunkana ialah kuesioner serta studi literatur. Metode analisis yang digunakan adalah SEM-PLS. Secara mendetail, hasil penelitian yang didapat ialah brand experience berpengaruh positif tetapi tidak signifikan terhadap brand loyalty, brand experience berpengaruh positif dan signifikan terhadap brand trust, brand trust berpengaruh positif dan signfikan terhadap brand loyalty, brand experience berpengaruh positif dan signifikan terhadap brand love, brand love berpengaruh positif dan signifikan terhadap brand loyalty, brand trust mampu memediasi secara penuh hubungan antara brand experience dan brand loyalty, serta brand love mampu memediasi secara penuh hubungan antara brand experience dan brand loyalty. | |||||||||
| Uncontrolled Keywords: | brand experience, brand loyalty, brand trust, brand love. brand experience, brand loyalty, brand trust, brand love. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mr Muhammad Asdan Sofyan | |||||||||
| Date Deposited: | 24 Jul 2024 09:54 | |||||||||
| Last Modified: | 15 Aug 2024 15:02 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39345 |
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