Aji, Seno Darma (2018) Pengaruh Brand Image Terhadap Brand Loyalty melalui Brand Experience sebagai Variabel Intervening (Survei Pada Pengunjung Potato Head Beach Club Bali). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh brand image terhadap brand experience, (2) mengetahui dan menjelaskan pengaruh brand image terhadap brand loyalty, (3) mengetahui dan menjelaskan pengaruh brand experience, terhadap brand loyalty, (4) mengetahui dan menjelaskan brand experience sebagai mediasi antara pengaruh brand image terhadap brand loyalty Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi brand image, brand experience, dan brand loyalty. Populasi dalam penelitian ini adalah pengunjung restoran Potato Head Beach Club dengan frekuensi kunjungan minimal 2 kali dan berusia 17 tahun ke atas. Sampel dari penelitian ini adalah 116 orang responden dengan teknik pengambilan sampel purposive sampling dan metode pengumpulan data melalui kuesioner. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis) dengan uji mediasi didalamnya Hasil analisis jalur (path analysis) menunjukkan bahwa brand image berpengaruh signifikan terhadap brand experience, brand image berpengaruh signifikan terhadap brand loyalty, brand experience, berpengaruh signifikan terhadap brand loyalty dan brand experience berpengaruh signifikan sebagai mediasi antara pengaruh brand image terhadap brand loyalty.
English Abstract
This research aims to identify and describe (1) the influence of brand image on brand experience, (2) the influence of brand image on brand loyalty, (3) the influence of brand experience on brand loyalty, (4) brand experience as an intervening variable between influence of brand image on brand loyalty. The type of this research is explanatory research with quantitative approach. Variables used in this research are brand image, brand experience, and brand loyalty. Population of this research is consumers who have visit Potato Head Beach Club at least 2 times and aged 17 years and over. The samples are 116 with purposive sampling technique and methods of collecting data through questionnaires. Path analysis and descriptive analysis were used to analyze data. The results of path analysis show that brand image significantly effects brand experience, brand image significantly effects brand loyalty, brand experience significantly effects brand loyalty and brand experience significantly effects as an intervening variable between influence of brand image on brand loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/1110/051900886 |
| Uncontrolled Keywords: | Pemasaran, Brand Image, Brand Experience, Buying Loyalty.-Marketing, Brand Image, Brand Experience, Buying Loyalty. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 03 May 2019 02:41 |
| Last Modified: | 25 Oct 2021 04:13 |
| URI: | http://repository.ub.ac.id/id/eprint/165679 |
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