Haqqi, FeisalIkrar (2016) The Effect Of Brand Experience And Perceived Quality On Brand Image And Brand Loyalty: A Study Of Iphone Users In Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh pengalaman merek dan persepsi berkualitas pada citra merek dan loyalitas merek dari pengguna iPhone. Sampel dalam penelitian ini adalah pengguna iPhone di kota Malang. Teknik pengambilan sampel adalah convenience sampling dengan 150 responden. Penelitian ini menggunakan teknik analisis Linear Square (PLS) parsial untuk menganalisis data. Temuan penelitian ini mengungkapkan bahwa pengalaman merek berpengaruh signifikan terhadap citra merek dan loyalitas merek. Sementara itu, citra merek berpengaruh signifikan terhadap loyalitas merek. Kemudian, kualitas yang dirasakan memiliki pengaruh signifikan pada citra merek, tetapi tidak berpengaruh signifikan terhadap loyalitas merek.
English Abstract
This research aimed to determine the effect of brand experience and perceived quality on brand image and brand loyalty from iPhone users. The samples in this research were the users of iPhone in Malang city. The sampling technique was convenience sampling with 150 respondents. This study used Partial Linear Square (PLS) analysis technique to analyse the data. The findings of this study revealed that brand experience has a significant effect on brand image and brand loyalty. Meanwhile, brand image has a significant effect on brand loyalty. Then, perceived quality has a significant effect on brand image, but has no significant effect on brand loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2016/310/051605703 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 28 Jul 2016 10:10 |
| Last Modified: | 28 Oct 2021 07:22 |
| URI: | http://repository.ub.ac.id/id/eprint/108733 |
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