PENGARUH PENGALAMAN MEREK PADA LOYALITAS MEREK PRODUK MERCHANDISE KLUB SEPAK BOLA BALI UNITED DENGAN MEDIASI KEPUASAN DAN KETIDAKPASTIAN
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Abstract
Loyalitas merek merupakan hal penting yang perlu diperhatikan oleh setiap pemasar. Untuk dapat mencapai loyalitas merek, pemasar dapat menciptakan berbagai strategi dan layanan yang menarik untuk dapat mencapai kepuasan pelanggan. Tujuan penelitian ini adalah untuk mengetahui pengaruh pengalaman merek terhadap loyalitas merek pada produk merchandise klub sepakbola Bali United dengan kepuasan dan ketidakpastian sebagai variabel mediasi. Peneliti menyebarkan kuesioner kepada seluruh pelanggan merchandise Bali United dengan jumlah sampel sebanyak 200 responden dengan menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey yaitu dengan penyebaran kuesioner sebanyak 200 dengan skala likert 1-5 yang telah terstruktur yang diberikan pada masyarakat / pelanggan yang pernah membeli produk merchandise yang dijual oleh klub bola Bali United melalui link google form. Pengolahan data dalam penelitian ini menggunakan SmartPLS v.3.3.3. Hasil penelitian menunjukkan bahwa seluruh hipotesis yang diajukan terbukti signifikan secara statistik. Implikasi penelitian secara teoretis dapat memperluas temuan pada topik loyalitas merek dan kepuasan pelanggan. Secara praktis, hasil penelitian dapat menjadi masukan bagi pemasar khususnya produk merchandise klub olah raga dalam menyusun strategi untuk meningkatkan dan mempertahankan loyalitas konsumen melalui penciptaan pengalaman merek yang menyenangkan.
Brand loyalty is important thing that every marketer needs to pay attention to. To achieve brand loyalty, marketers can create various attractive strategies and services to achieve customer satisfaction.The purpose of this study was to determine the effect of brand experience on brand loyalty on merchandise for the Bali United football club with satisfaction and uncertainty as mediating variables. Researchers distributed questionnaires to all Bali United merchandise customers with a total sample of 200 respondents using purposive sampling. The data collection method used a survey method, namely by distributing 200 questionnaires with a structured 1-5 Likert scale given to the public / customers who had bought merchandise sold by the Bali United football club through a google form link. Data processing in this was study using SmartPLS v.3.3.3. The results showed that all the proposed hypotheses proved statistically significant. The theoretical implications of the research can be to expand the findings on the topic of brand loyalty and customer satisfaction. Practically, the research results can be input for marketers, especially sports club merchandise products in developing strategies to increase and maintain consumer loyalty through the creation of pleasant brand experiences
Article Details
Hetty Karunia Tunjungsari, Universitas Tarumanagara
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