Selvia, Selvia (2013) PENGARUH BRAND EXPERIENCE TERHADAP KEPUASAN KONSUMEN DAN BRAND LOYALTY ( KASUS : PRODUK STARBUCKS ). Skripsi thesis, Universitas Tarumanagara.
Full text not available from this repository.Abstract
Purpose of this study was to determine the affect that affective brand experience and behavioral brand experience have towards customer satisfaction , and also the affect that customer satisfaction has towards brand loyalty. The population are Starbucks’s consumers. The sampling frame for this research was limited only to 150 students from Tarumanagara University who had bought Starbucks’s product. The methods of data collection is nonprobability sampling and the techniques of data analysis is purposive sampling. The findings of this research showed that both affective brand experience and behavioral brand experience have a positive and significant influence toward Starbucks’s customer satisfaction. This findings also showed that customer satisfaction have a positive and significant influences towards brand loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 25 May 2021 03:46 |
| Last Modified: | 25 May 2021 03:46 |
| URI: | http://repository.untar.ac.id/id/eprint/29657 |
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