Pengaruh Brand Experience, Brand Personality, dan Brand Satisfication terhadap Brand Loyalty Produk Sepatu Compass pada Generasi Z di Jakarta

Renardi Janitra, Miharni Tjokrosaputro
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Abstract

Tujuan dari penelitian ini adalah untuk menguji apakah pengalaman merek, kepuasan merek, kepribadian merek dapat mempengaruhi loyalitas merek pada brand sepatu Compass pada generasi Z di Jakarta. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 202 responden pelanggan sepatu Compass. Jenis penelitian ini adalah penelitian deskriptif. Pengumpulan data pada penelitian ini menggunakan cross-sectional. Penelitian ini menggunakan teknik pengambilan sampel non-probability sampling dengan menggunakan metode convenience sampling. Metode analisis data yang digunakan dalam penelitian ini dengan menggunakan software SmartPLS versi 3.32. Hasil dari penelitian ini menunjukkan pengalaman merek secara positif dapat digunakan untuk mempengaruhi loyalitas merek sepatu Compass pada generasi Z di Jakarta, kepuasan merek secara positif dapat digunakan untuk mempengaruhi loyalitas merek sepatu Compass pada generasi Z di Jakarta dan kepribadian merek secara positif dapat digunakan untuk mempengaruhi loyalitas merek pada generasi Z di Jakarta.

 

The purpose of this study is to examine whether brand experience, brand satisfaction, and brand personality on brand loyalty for compass shoes product at generation Z in Jakarta. The number of samples used in this study were 202 compass shoes customer respondents. This type of research is descriptive research. The data collection in this study used a cross sectional method. This study uses a non-probability sampling technique with a convenience sampling method. The data analysis method used in this study is the Smart Partial Least Square (PLS) software version 3.32. The results of this study indicate that positive brand experience can be used to effect Compass brand loyalty at generation Z in Jakarta, Brand Satisfaction can be used positively to effect Compass brand loyalty at generation Z in Jakarta, Brand Personality can be used positiv to effect Compass brand personality at generation Z in Jakarta.

Keywords

pengalaman merek; kepuasan merek; kepribadian merek; loyalitas merek; brand experience; brand satisfaction; brand personality; brand loyalty

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