PENGALAMAN DAN KEPERCAYAAN MEREK DALAM MEMBANGUN LOYALITAS PADA PERLENGKAPAN LUAR RUANGAN EIGER DENGAN KECINTAAN MEREK SEBAGAI MEDIASI
(1) Universitas YARSI
(2) Universitas YARSI
(*) Corresponding Author
Abstract
Penelitian ini bertujuan untuk memprediksi pengalaman merek dan kepercayaan merek terhadap loyalitas merek: kecintaan merek sebagai variabel mediasi. Data dikumpulkan dengan menggunakan metode instrumen kuesioner dan didapatkan responden sebanyak 186, melalui teknik Simple Random Sampling. Metode analisis data yang digunakan yaitu PLS-SEM menggunakan software SmartPLS. Hasilnya, terdapat pengaruh positif dan signifikan dari pengalaman merek terhadap loyalitas merek, kepercayaan merek berpengaruh positif dan signifikan terhadap loyalitas merek, pengalaman merek berpengaruh positif dan signifikan terhadap kecintaan merek, kecintaan merek berpengaruh positif dan signifikan terhadap loyalitas merek, serta pengalaman merek secara positif dan signifikan mempengaruhi loyalitas merek dengan dimediasi kecintaan merek
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DOI: http://dx.doi.org/10.30998/jabe.v9i3.15010
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