Dampak Brand Experience Dan Perceived Quality Terhadap Customer Satisfaction Dan Brand Loyalty (Studi Produk Smartphone Blackberry)

Garfirni, Geliana (2014) Dampak Brand Experience Dan Perceived Quality Terhadap Customer Satisfaction Dan Brand Loyalty (Studi Produk Smartphone Blackberry). S1 thesis, STIE Indonesia Banking School.

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Abstract

The researcher is highly interesting that there are a lot of opinions. This study investigated effects of brand experience and perceived quality on customer satisfaction and brand loyalty BlackBerry. Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked bybrand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments. the brand experience there are 4 dimensions is sensory, affective, intellectual and behavior. This research is categorized as survey research with descriptive analysis method by taking sample from population and using questionnaire as the main data. The population in this research is all customers of BlackBerry in Jakarta. The respondents are chosen by using non probabilitas sampling and purposive sampling techniques. Analysis of this research using Structural Equation Modeling (SEM) multiple regression model are: (1) there are no significant influences between brand experience toward customer loyality .the brand experience has a significant influence on customer loyalty. (2) Brand experience to have a significant influence on customer satisfaction. (3) Perceived quality has positive and significant influence on customer satisfaction. (4) There are no signifikan influence between perceived quality and customer satisfaction toward brand loyalty. Keywords : brand experience, perceived quality, customer satisfaction, brand loyalty.

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Ms Dyta Medina
Date Deposited: 30 Jul 2020 05:34
Last Modified: 03 Sep 2020 07:44
URI: http://repository.ibs.ac.id/id/eprint/694

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