Farrellio, Fiore (2023) PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOYALTY MELALUI PERCEIVED QUALITY DAN BRAND TRUST SEBAGAI VARIABEL MEDIASI (STUDI PADA PENGGUNA IPHONE DI JABODETABEK). Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) FIORE FARRELLIO (115200403) (B) THE EFFECT OF BRAND EXPERIENCE ON BRAND LOYALTY THROUGH PERCEIVED QUALITY AND BRAND TRUST AS MEDIATING VARIABLES (STUDY ON IPHONE USERS IN JABODETABEK) (C) XVII + 122 Pages + 23 Tables + 6 Pictures + 3 Attachments (D) MARKETING MANAGEMENT (E) Abstract: The aim of this research is to determine and empirically test the influence of brand experience on brand loyalty through perceived quality and brand trust as mediating variables for iPhone users. This research uses primary data by distributing questionnaires to iPhone users in the Jabodetabek area with a sample size of 200 respondents using a non- probability sampling method with purposive sampling technique. The data analysis method in this research is a quantitative method using PLS-SEM, which was processed with the help of SmartPLS software version 4.0.9.6. The results show that brand experience has a positive and significant effect on brand loyalty through perceived quality and brand trust as mediating variables for iPhone users in Jabodetabek. (F) Keywords: brand experience, brand loyalty, perceived quality, brand trust. (G) Reference list: 83 (1991-2024) (H) Arifin Djakasaputra S.E., S.Kom., M.Si. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) FIORE FARRELLIO (115200403) (B) PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOYALTY MELALUI PERCEIVED QUALITY DAN BRAND TRUST SEBAGAI VARIABEL MEDIASI (STUDI PADA PENGGUNA IPHONE DI JABODETABEK) (C) XVII + 122 Halaman + 23 Tabel + 6 Gambar + 3 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Tujuan penelitian ini untuk mengetahui dan menguji secara empiris pengaruh brand experience terhadap brand loyalty melalui perceived quality dan brand trust sebagai variabel mediasi pada pengguna iPhone. Penelitian ini menggunakan data primer dengan menyebarkan kuesioner kepada pengguna iPhone di daerah Jabodetabek dengan jumlah sampel sebanyak 200 responden menggunakan metode non probability sampling dengan teknik purposive sampling. Metode analisis data dalam penelitian ini yaitu metode kuantitatif dengan menggunakan PLS-SEM, yang diolah dengan bantuan software SmartPLS versi 4.0.9.6. Hasil menunjukkan bahwa brand experience berpengaruh positif dan signifikan terhadap brand loyalty melalui perceived quality dan brand trust sebagai variabel mediasi pada pengguna iPhone di Jabodetabek. (F) Kata kunci: brand experience, brand loyalty, perceived quality, brand trust. (G) Daftar Pustaka: 83 (1991-2024) (H) Arifin Djakasaputra S.E., S.Kom., M.Si.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 15 Aug 2024 04:19 |
| Last Modified: | 15 Aug 2024 04:19 |
| URI: | http://repository.untar.ac.id/id/eprint/43866 |
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