Pengaruh Pengalaman Merek, Kepercayaan Merek, Dan Kepuasan Merek Terhadap Pembangunan Loyalitas Merek

Kusuma, Angga Braja and -, Soepatini, S.E., M.Si., Ph.D. and -, Dr. Edy Purwo Saputro, S.E., M.Si. (2022) Pengaruh Pengalaman Merek, Kepercayaan Merek, Dan Kepuasan Merek Terhadap Pembangunan Loyalitas Merek. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of brand experience, brand trust, and brand satisfaction on brand loyalty. The sample of this study amounted to 220 bank customers living in the city of Solo who have at least a savings account in two or more different banks using an online questionnaire for data collection. The sampling technique used was non-probability sampling with purposive sampling method. The data analysis technique uses the SPSS application program. The results showed that: 1) Brand Experience has a positive effect on Brand Loyalty; 2) Brand Trust has a positive effect on Brand Loyalty; and 3) Brand Satisfaction has a positive effect on Brand Loyalty.

Item Type:	Thesis (Thesis)
Uncontrolled Keywords:	brand experience; brand trust; brand satisfaction; and brand loyalty.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Pasca Sarjana > Magister Manajemen
Depositing User:	Unnamed user with username p100200032
Date Deposited:	11 Aug 2022 04:04
Last Modified:	11 Aug 2022 04:04
URI:	http://eprints.ums.ac.id/id/eprint/103317

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