Pengaruh Brand Experience dan Brand Image terhadap Brand Loyalty pada Pelanggan BonCabe di Jakarta: Customer Satisfaction debagai Variabel Mediasi

Cindy Irawati
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Abstract

The purpose of this study is to explore the effect of Brand Experience, Brand Image, Customer Satisfaction on Brand Loyalty for BonCabe customers in Jakarta. Variables used are Brand Experience, Brand Image, Customer Satisfaction, Brand Loyalty. This is a descriptive research that use non-probabilistic sampling method (240 data closed-questions questionnaires, 7 scale of Likert, compiled in 2019-2020 from BonCabe customers in Jakarta). The data analysis technique is using SEM (Structural Equation Model) methodology (using software: Partial Least Square 3) with α = 0,05. The results are: (1) a) brand experience and b) brand image has a significant and positive effect toward customer satisfaction of BonCabe in Jakarta. (2) a) brand experience and b) brand image has a significant and positive effect toward brand loyalty of BonCabe in Jakarta. (3) customer satisfaction has a significant and positive effect toward brand loyalty of BonCabe in Jakarta. (4) customer satisfaction could mediate a) brand experience and b) brand image so that they have significant and positive effect toward brand loyalty of BonCabe in Jakarta.

 

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Experience, Brand Image, Customer Satisfaction terhadap Brand Loyalty pada produk bernama BonCabe di wilayah Jakarta. Variabel yang digunakan adalah Brand Experience, Brand Image, Customer Satisfaction, Brand Loyalty. Data yang digunakan adalah data yang dikumpulkan di tahun 2019-2020. Teknik pengumpulan data menggunakan kuesioner tertutup 7 skala Likert, yang menggunakan metode SEM (Structural Equation Model) diolah menggunakan software PLS (Partial Least Square 3) dengan nilai α = 0,05. Hasil analisis menyimpulkan bahwa (1) Terdapat pengaruh a) brand experience dan b) brand image terhadap customer satisfaction BonCabe di Jakarta. (2) Terdapat pengaruh a) brand experience dan b) brand image terhadap brand loyalty BonCabe di Jakarta. (3) Terdapat pengaruh customer satisfaction terhadap brand loyalty BonCabe di Jakarta. (4) Terdapat customer satisfaction yang dapat memediasi pengaruh a) brand experience dan b) brand image terhadap brand loyalty BonCabe di Jakarta.

Keywords

Brand Experience; Brand Image; Customer Satisfaction; Brand Loyalty; BonCabe

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