RIYANTI, NOVI (2025) PENGARUH BRAND IMAGE, BRAND LOVE, DAN BRAND EXPERIENCE TERHADAP CUSTOMER LOYALTY DENGAN MEDIASI BRAND TRUST PADA KONSUMEN JUS KODE (Suatu Kasus pada Jus Kode Cabang Joglo, Jakarta Barat). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze the influence of Brand Image, Brand Love, and Brand Experience on Customer Loyalty with the mediation of Brand Trust among consumers of Jus Kode at the Joglo branch, West Jakarta. This research employs a quantitative approach using a survey method through questionnaires distributed to 50 respondents who have purchased Jus Kode products at least twice. Data were analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS). The results indicate that Brand Image and Brand Experience have a positive and significant effect on Customer Loyalty through Brand Trust. Conversely, Brand Love does not significantly influence Customer Loyalty through Brand Trust. Although Brand Trust has a positive impact on Customer Loyalty, the effect is not statistically significant. Overall, the combination of Brand Image, Brand Love, and Brand Experience positively affects Customer Loyalty through Brand Trust, yet the effect of Brand Love is not significant. Based on these findings, it is recommended that Jus Kode management focus more on marketing strategies that enhance Brand Image and Brand Experience to strengthen Brand Trust, as well as increasing consumer education about the product benefits to reinforce Brand Love
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengkaji pengaruh Brand Image, Brand Love, dan Brand Experience terhadap Customer Loyalty dengan Brand Trust sebagai variabel mediasi, pada konsumen Jus Kode cabang Joglo, Jakarta Barat. Penelitian ini menggunakan metode kuantitatif dengan survei yang disebarkan kepada 50 responden yang telah membeli produk Jus Kode minimal dua kali. Data dianalisis menggunakan metode Structural Equation Modeling dengan pendekatan Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa Brand Love berpengaruh langsung signifikan terhadap Customer Loyalty (β = 0,375; p = 0,047), sedangkan Brand Image (β = 0,011; p = 0,947) dan Brand Experience (β = 0,093; p = 0,630) tidak berpengaruh signifikan. Brand Image (β = 0,342; p = 0,005) dan Brand Experience (β = 0,373; p = 0,003) berpengaruh signifikan terhadap Brand Trust. Namun, Brand Trust tidak berpengaruh signifikan terhadap Customer Loyalty (β = 0,231; p = 0,285) serta tidak memediasi hubungan ketiga variabel eksogen dengan Customer Loyalty (p-value > 0,05). | |||||||||
| Uncontrolled Keywords: | brand, brand trust, jus kode, customer loyalty | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Novi Riyanti | |||||||||
| Date Deposited: | 11 Sep 2025 07:43 | |||||||||
| Last Modified: | 11 Sep 2025 07:43 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54315 |
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