Chang, Kevin (2023) PENGARUH BRAND EXPERIENCE DAN BRAND SATISFACTION TERHADAP BRAND LOYALTY ULTRA MILK: BRAND LOVE SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMY AND BUSINESS JAKARTA (A) Kevin Chang (115200073) (B) THE EFFECT OF BRAND EXPERIENCE AND BRAND SATISFACTION ON ULTRA MILK’S BRAND LOYALTY: BRAND LOVE AS MEDIATING VARIABLE (C) XVI + 96 pages + 25 tables + 1 images + 5 attachments (D) Marketing Management (E) Abstract: The purpose of this study is to examine the direct influence of brand experience, brand satisfaction, and brand love on brand loyalty, as well as to determine the role of brand love as a mediator between brand experience and brand satisfaction on brand loyalty. A total of 312 respondents were collected from customers of Ultra Milk in Jakara conducted in November 2023. The sample was obtained through distributing online questionnaires using non-probability sampling methods and convenience sampling as sample selection techniques. Hypothesis testing in this study was carried out using Partial Least Square-Structural Equation Modelling (PLS-SEM). (F) Keywords: Brand experience, brand satisfaction, brand love, brand loyalty (G) References: 50 (1986-2023) (H) Dr. Keni, S.E., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) Kevin Chang (115200073) (B) PENGARUH PENGALAMAN MEREK DAN KEPUASAN MEREK TERHADAP LOYALITAS MEREK ULTRA MILK: KECINTAAN MEREK SEBAGAI VARIABEL MEDIASI (C) XVI + 96 halaman + 25 tabel + 1 gambar + 5 lampiran (D) Manajemen Pemasaran (E) Abstrak: Penelitian ini bertujuan untuk menguji pengaruh secara langsung pengalaman merek, kepuasan merek, dan kecintaan merek terhadap loyalitas merek, serta untuk mengetahui peran kecintaan merek sebagai mediator antara pengalaman merek dan kepuasaan merek terhadap loyalitas merek. Sampel total yang terkumpul sebanyak 312 responden pelanggan produk Ultra Milk di Jakarta yang dilakukan pada November 2023. Sampel didapatkan melalui penyebaran kuesioner daring dengan metode non- probability sampling dan teknik pemilihan sampel, yaitu convenience sampling. Pengujian hipotesis pada penelitian dilakukan menggunakan Partial Least Square-Structural Equation Modelling (PLS-SEM). (F) Kata Kunci: Pengalaman merek, kepuasan merek, kecintaan merek, loyalitas merek (G) Daftar Bacaan: 50 (1986-2023) (H) Dr. Keni, S.E., M.M.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 29 Aug 2024 02:47 |
| Last Modified: | 29 Aug 2024 02:47 |
| URI: | http://repository.untar.ac.id/id/eprint/44006 |
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