Exploring the Relationship among Brand Experience, Brand Association and Customer Satisfaction (A Study Case of Facebook.com in Indonesia)

Yulianti, Ida (2011) Exploring the Relationship among Brand Experience, Brand Association and Customer Satisfaction (A Study Case of Facebook.com in Indonesia). Magister thesis, Universitas Brawijaya.

Abstract

Tujuan dari penelitian ini adalah: (1) untuk mengeksplorasi hubungan di antara pengalaman merek, asosiasi merek dan kepuasan pelanggan. (2) Untuk mengusulkan model tentatif, dan (3) untuk menguji Hypo SIS terkait. Penelitian ini menggunakan sampel dari mahasiswa di Indonesia sebagai pengguna Facebook.com untuk menguji secara empiris model pengalaman merek, asosiasi merek, dan kepuasan pelanggan. model secara signifikan dibenarkan. Selain itu, temuan mengkonfirmasi bahwa sensorik, afektif, perilaku dan intelektual adalah empat dimensi pengalaman merek. Gambar merek, sikap merek, persepsi kualitas dan kepribadian merek dikonfirmasi sebagai dimensi asosiasi merek. Hasil menemukan bahwa pengalaman merek memiliki pengaruh positif dan signifikan terhadap asosiasi merek dan kepuasan pelanggan. Juga, asosiasi merek memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan dalam perspektif pengguna Facebook.com.

English Abstract

purposes of this research are: (1) to explore relationships among brand experience, brand association and customer satisfaction; (2) to propose a tentative model, and (3) to test related hypo sis. This study uses a sample from university students in Indonesia as Facebook.com users to empirically test a proposed model of brand experience, brand association and customer satisfaction. model is significantly justified. In addition, findings confirm that sensory, affective, behavioral and intellectual are four dimensions of brand experience. Brand image, brand attitude, perceived quality and brand personality are confirmed as brand association`s dimensions. result finds that brand experience has positive and significant influence on brand association and customer satisfaction. Also, brand association has positive and significant influence on customer satisfaction in Facebook.com user`s perspective.

Item Type: Thesis (Magister)
Identification Number: TES/658.812/YUL/e/041201731
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Endro Setyobudi
Date Deposited: 22 Jun 2012 15:31
Last Modified: 22 Jun 2012 15:31
URI: http://repository.ub.ac.id/id/eprint/159929
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