Pengaruh Hedonic Dan Utilitarian Benefit Terhadap Brand Loyalty Melalui Brand Experience Dan Satisfaction

Siregar, Machreza Ibrahim (2014) Pengaruh Hedonic Dan Utilitarian Benefit Terhadap Brand Loyalty Melalui Brand Experience Dan Satisfaction. S1 thesis, STIE Indonesia Banking School.

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Abstract

A person motivation to purchase a product has always been the basic study of marketing theory. As a tool to help a business grow, Marketing always set its focus on customers, for they are the one keeping the business alive. This research is also a mean to help business understands their customers. It divides the customer motivation of purchasing a product into two main benefits: utilitarian and hedonic. But instead of finding out the relationship of two benefits aforementioned toward purchasing decision, this research tried to figure out the relation between utilitarian and hedonic benefit toward brand loyalty through brand experience and satisfaction. This research also focusing on customers resided in Jakarta. This research is categorized as a survey research descriptive analysis method by taking samples from a population and using questionnaire as its main tools. The population in this research is all tablet user in Jakarta. The respondents were chosen using the purposive sampling techniques. The results of analysis using Structural Equation Modelling (SEM) model are: Perceived ease of use has no significant influence towards Brand experience. Perceived usefulness has significant influence towards Brand experience. Perceived entertainment has no significant influence towards Brand experience. Perceived aesthetics has significant influence towards Brand experience. Brand experience has significant influence towards Satisfaction. Satisfaction has significant influence towards Brand Loyalty. Brand experience has significant influence towards Brand loyalty. Perceived ease of use has no significant influence towards Brand loyalty. Perceived usefulness has no significant influence towards Brand loyalty. Perceived entertainment has no significant influence towards Brand loyalty. Perceived aesthetics has significant inflluence towards Brand loyalty. Keywords : utilitarian benefit, hedonic benefit, brand experience, satisfaction and 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: 19 Nov 2020 07:04
Last Modified: 19 Nov 2020 07:04
URI: http://repository.ibs.ac.id/id/eprint/733

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