Pengaruh Pengalaman Merek, Citra Merek, dan Persepsi Harga terhadap Loyalitas Merek H&M
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Abstract
Tujuan dari penelitian ini adalah untuk menguji pengaruh pengalaman merek, citra merek, dan persepsi harga terhadap loyalitas merek H&M pada mahasiswa Universitas Tarumanagara Fakultas Ekonomi dan Bisnis Di Jakarta Barat. Teknik pengambilan sampel yang digunakan yaitu metode non probability sampel dengan teknik purposive sampling. Data dikumpulkan dengan menggunakan kuesioner dari 100 mahasiswa Universitas Tarumanagara Fakultas Ekonomi dan Bisnis pengguna H&M di Jakarta Barat. Kemudian data diolah menggunakan Software SmartPLS 3.0. Hasil dari penelitian menunjukkan bahwa pengalaman merek memiliki pengaruh positif dan signifikan terhadap loyalitas merek, citra merek memiliki pengaruh positif dan signifikan terhadap loyalitas merek, dan persepsi harga memiliki pengaruh positif dan signifikan terhadap loyalitas merek.
The purpose of this study was to examine the effect of brand experience, brand image, and price perception on H&M brand loyalty among students at Universitas Tarumanagara, Faculty of Economics and Business in West Jakarta. The sampling technique used is the non-probability sampling method with purposive sampling technique. Data were collected using a questionnaire from 100 students of Universitas Tarumanagara, Faculty of Economics and Business, H&M users in West Jakarta. Then the data is processed using SmartPLS 3.0 Software. The results of the study indicate that brand experience has a positive and significant effect on brand loyalty, brand image has a positive and significant effect on brand loyalty, and price perception has a positive and significant effect on brand loyalty.
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