Pengaruh Brand Experience Terhadap Brand Loyalty Smartphone Iphone yang Dimediasi Oleh Satisfaction

Pratama, Yogi Wahyu and -, Soepatini, M.Si. Ph.D (2020) Pengaruh Brand Experience Terhadap Brand Loyalty Smartphone Iphone yang Dimediasi Oleh Satisfaction. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the indirect effect of brand experience on brand loyalty mediated by iPhone smartphone product satisfaction. Types and sources of data in this study are quantitative data which are primary data obtained from the questionnaire. The sample in this study is the community in the city of Surakarta that actively uses the iPhone smartphone. The sample in this study was 100 respondents. The sampling technique uses a non probability sampling technique that is purposive sampling. The type of data used in this study is primary data. Data collection method used in this study is by distributing questionnaires online using google form . Data analysis using tiered linear regression. The results of the analysis in this study showed that brand experience had a positive and significant effect on satisfaction, satisfaction had a positive and significant effect on brand loyalty and brand experience had a positive and significant effect on brand loyalty mediated by satisfaction

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	brand experience, satisfaction, brand loyalty
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	YOGI WAHYU PRATAMA
Date Deposited:	03 Aug 2020 06:51
Last Modified:	03 Aug 2020 06:51
URI:	http://eprints.ums.ac.id/id/eprint/84001

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