Pengaruh Brand Experience Dan Brand Image Terhadap Brand Loyalty Yang Dimediasi Dengan Brand Equity Handphone Xiaomi Di Solo Raya

Al-Muhatarom, Muhammad Nur Mu'tashim Billah and -, Dra. Wafiatun Mukharomah, M.M. (2022) Pengaruh Brand Experience Dan Brand Image Terhadap Brand Loyalty Yang Dimediasi Dengan Brand Equity Handphone Xiaomi Di Solo Raya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand experience and brand image on brand loyalty mediated by brand equity on Xiaomi mobile phones in Soloraya. This research is included in quantitative research. The population in this study is xiaomi mobile phone customers in Soloraya. The sample used in this study was 150 respondents. The sampling technique used was non-probability sampling and the approach used in determining the sample was purposive sampling. Sources of data used in this study using primary data. Methods of data collection using a questionnaire. Data analysis using Smart PLS 3.0 application. The results of the analysis in this study show (1) Brand experience has a significant positive effect on brand equity (2) Brand image has a significant positive effect on brand equity (3) Brand equity has no significant effect on brand loyalty (4) Brand experience has no significant effect on brand loyalty (5) Brand image has no significant effect on brand loyalty (6) Brand experience has no significant effect on brand loyalty with brand equity mediation (7) Brand image has no significant effect on brand loyalty with brand equity mediation.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand experience, Brand Image, Brand equity, Brand loyalty
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MUHAMMAD NUR MU'TASHIM BILLAH AL MUHTARO
Date Deposited:	03 Aug 2022 07:24
Last Modified:	03 Aug 2022 07:25
URI:	http://eprints.ums.ac.id/id/eprint/102327

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