Pengaruh Pengalaman Merek, Kepercayaan dan Kepuasan dalam Membangun Loyalitas Merek Implora Kosmetik di Kabupaten Sragen

Saputra, Mohammad and , Prof. Dr. Anton Agus Setyawan,S.E,M.Si and , Soepatini, S.E, M.Si., Ph.D (2023) Pengaruh Pengalaman Merek, Kepercayaan dan Kepuasan dalam Membangun Loyalitas Merek Implora Kosmetik di Kabupaten Sragen. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The aim of this study was to analyze the effect of brand experience, brand satisfaction and brand trust on brand loyalty of Implora Cosmetics in Sragen Regency. The variables of brand satisfaction and brand trust have a role as a mediation in the relationship between brand experience and brand loyalty of Implora Cosmetics. This type of research uses cross sectional, to determine the dynamics of the correlation between the variables being tested. This study used a quantitative analysis method utilizing primary data obtained from 165 respondents at several cosmetic outlets in Sragen Regency who had BA (Beauty Advisor) Implora cosmetics. In this study, researchers used the Non-Probability Sampling technique. The sampling technique uses a purposive sampling method based on specific criteria set by the researcher. The data analysis technique uses Smart PLS analysis to determine the relationship between variables and their role as a form of mediation between variables. The significance level of the relationship between variables is measured using the t test, while in the intervening test using the direct and indirect effect path coefficient tests. The variables studied were limited to brand experience, brand satisfaction and trust. The results of this study can be explained that brand experience, satisfaction and brand trust have a significant influence on brand loyalty. Because brand trust and satisfaction have a direct influence on brand loyalty, and the role of brand satisfaction as an intervening variable has an influence on brand experience on brand loyalty with the partial mediation analysis model and the role of brand trust as an intervening variable has no effect on brand experience on loyalty brand with no mediation analysis model. Keywords: brand experience, brand satisfaction, brand trust, brand loyalty

Item Type:	Thesis (Thesis)
Uncontrolled Keywords:	pengalaman merek, kepuasan merek, kepercayaan merek, loyalitas merek
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic Development > Macroeconomics
Divisions:	Fakultas Pasca Sarjana > Magister Manajemen
Depositing User:	MOHAMMAD KELVIN VIRDIE SAPUTRA
Date Deposited:	29 Jul 2023 04:29
Last Modified:	29 Jul 2023 04:29
URI:	http://eprints.ums.ac.id/id/eprint/114000

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