Putra, Firham Adi (2019) Pengaruh Brand Experience Terhadap Loyalitas Yang Dimediasi Oleh Kepuasan Pelanggan Pada Pengguna Layanan Jasa Go Food Didalam Aplikasi Go-Jek. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh pengaruh brand experience dan kepuasan terhadap loyalitas, pengaruh brand experience terhadap kepuasan, dan pengaruh brand experience terhadap loyalitas yang dimediasi oleh kepuasan. Jenis penelitian ini adalah explanatory research yang menjelaskan atau membuktikan hubungan atau pengaruh antar variabel independen dan dependen. Penelitian ini menggunakan sampel sebanyak 129 responden pengguna jasa layanan GoFood di Kota Malang. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Untuk menguji instrumen penelitian dilakukan uji validitas dan realibilitas. Analisis data menggunakan analisis SEM-PLS dengan menggunakan WarpPLS ver. 6. Hasil penelitian menunjukkan bahwa brand experience dan kepuasan berpengaruh signifikan terhadap loyalitas. Brand experience berpengaruh signifikan terhadap kepuasan. Penelitian ini juga membuktikan bahwa kepuasan berperan sebagai full mediation pengaruh brand experience terhadap loyalitas
English Abstract
This study aims to determine the effect of brand experience and satisfaction on loyalty, the influence of brand experience on satisfaction, and the effect of brand experience on loyalty mediated by satisfaction. This type of research is explanatory research that explains or proves the relationship or influence between independent and dependent variables. This study uses a sample of 129 respondents using GoFood services in Malang City. Sampling uses a non-probability sampling method with an purposive sampling technique. To test the research instrument, validity and reliability were tested. Data analysis using SEM-PLS analysis using WarpPLS ver. 6. The results of the study show that brand experience and satisfaction have a significant effect on loyalty. Brand experience has a significant effect on satisfaction. This study also proves that satisfaction acts as a full mediation of the influence of brand experience on loyalty.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/373/051908001 |
| Uncontrolled Keywords: | Brand Experience, Kepuasan, Loyalitas, GoFood, Brand Experience, Satisfaction, Loyalty, GoFood |
| 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 17 Sep 2020 22:59 |
| Last Modified: | 25 Sep 2020 14:07 |
| URI: | http://repository.ub.ac.id/id/eprint/174724 |
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