DETAIL KOLEKSI

Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Love Pada Transportasi Online


Oleh : Alwan Ario Naraganesha

Info Katalog

Nomor Panggil : 2018_TA_MJ_022140006

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Brand experience;Marketing management

Kata Kunci : brand experience, brand loyalty, brand love


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022140006_Halaman-Judul.pdf 922.31
2. 2018_TA_MJ_022140006_Bab-1.pdf 773.09
3. 2018_TA_MJ_022140006_Bab-2.pdf 770.05
4. 2018_TA_MJ_022140006_Bab-3.pdf 1168.61
5. 2018_TA_MJ_022140006_Bab-4.pdf 1006.06
6. 2018_TA_MJ_022140006_Bab-5.pdf 641.63
7. 2018_TA_MJ_022140006_Daftar-Pustaka.pdf 716.41
8. 2018_TA_MJ_022140006_Lampiran.pdf 2882.39

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Brand Experience terhadap Brand Loyalty melalui Brand Love konsumen transportasi online. Sampel yang digunakan dalam penelitian ini berjumlah 275 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Brand Experience berpengaruh positif terhadap Brand Love, (2) Brand Experience berpengaruh positif terhadap Brand Loyalty, (3) Brand Love berpengaruh positif terhadap Brand Loyalty, (Brand Experience berpengaruh positif terhadap Brand Loyalty melalui Brand Love.

T The objective of this study is to examine and analyze the effect of Brand Experience toward Brand Loyalty through Brand Love from customers of online transportation. The samples being used in this study is 275 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structural Equation Model (SEM) analysis method. The findings of this study are: (1) Brand Experience has a positive effect toward Brand Love, (2) Brand Experience has a positive effect toward Brand Loyalty, (3) Brand Love has a positive effect toward Brand Loyalty, (4) Brand Experience has a positive effect toward Brand Loyalty through Brand Love.

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