PENGARUH BRAND TRUST DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY NASABAH PT BANK JAGO TBK DI JAKARTA

Ryan, Ryan (2023) PENGARUH BRAND TRUST DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY NASABAH PT BANK JAGO TBK DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

[img]
Preview
 Text
Ryan - 115200181 JA.pdf
Download (1MB) | Preview

Abstract

ABSTRACT UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) RYAN (115200181) (B) THE INFLUENCE OF BRAND TRUST AND BRAND EXPERIENCE ON BRAND LOYALTY OF PT BANK JAGO TBK CUSTOMERS IN JAKARTA (C) XVII + 91 Pages, 32 Tables, 2 Pictures, 11 Attachments (D) MANAGEMENT MARKETING (E) Abstract: This research aims to examine the influence of brand trust and brand experience on brand loyalty of PT Bank Jago Tbk customers in Jakarta. The respondents used in this research were 122 respondents who had used or had an account at Bank Jago and lived in Jakarta. Data collection was obtained from distributing questionnaires via Google Form using non- probability sampling methods and purposive sampling techniques. Data processing uses SmartPLS software version 4. The results obtained from this research are that brand trust has a positive and significant influence on brand loyalty and brand experience has a positive and significant influence on brand loyalty of PT Bank Jago Tbk customers in Jakarta. (F) Keywords: Brand, Brand Trust, Brand Experience, Brand Loyalty (G) Reference 1993 – 2023 years (H) Carunia Mulya Firdausy, Ir., M.ADE., Ph.D, Prof. (I) Richard Andrew, S.E., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) RYAN (115200181) (B) PENGARUH BRAND TRUST DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY NASABAH PT BANK JAGO TBK DI JAKARTA (C) XVII + 91 Halaman, 32 Tabel, 2 Gambar, 11 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini memiliki tujuan untuk menguji pengaruh kepercayaan merek dan pengalaman merek terhadap kesetiaan merek nasabah PT Bank Jago Tbk di Jakarta. Responden yang digunakan dalam penelitian ini sebanyak 122 responden yang pernah menggunakan atau memiliki rekening di Bank Jago dan berdomisili di Jakarta. Pengumpulan data diperoleh dari penyebaran kuesioner melalui google form dengan metode pengambilan sampel non-probability sampling dan teknik purposive sampling. Pengolahan data menggunakan software SmartPLS versi 4. Hasil yang diperoleh dari penelitian ini adalah kepercayaan merek memiliki pengaruh positif dan signifikan terhadap kesetiaan merek dan pengalaman merek memiliki pengaruh positif dan signifikan terhadap kesetiaan merek nasabah PT Bank Jago Tbk di Jakarta. (F) Kata kunci: Merek, Kepercayaan Merek, Pengalaman Merek, Kesetiaan Merek (G) Referensi tahun 1993 – 2023 (H) Carunia Mulya Firdausy, Ir., M.ADE., Ph.D, Prof. (I) Richard Andrew, 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: 02 Sep 2024 03:02
Last Modified: 02 Sep 2024 03:02
URI: http://repository.untar.ac.id/id/eprint/44071

Actions (login required)

View Item View Item
Repository UNTAR is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.