Konsekuensi Brand Image, Perceived Quality, dan Brand Experience. Customer Satisfaction terhadap Brand Loyalty Pada Merek “Telkomsel”
DOI:
https://doi.org/10.31004/jptam.v7i2.7196Keywords:
Citra Merek, Kualitas yang Diterima, Pengalaman Merek, Kepuasan Pelanggan, Loyalitas PelangganAbstract
Tujuan dari penelitian ini adalah untuk memperoleh bukti empiris yang terkait dengan pengaruh Brand Image, Perceived Quality, dan Brand Experience terhadap Customer Satisfaction dan untuk menganalisis pengaruh positif Customer Satisfaction terhadap Brand Loyalty. Teknik pengambilan sampel dalam penelitian ini menggunakan “purposive sampling” dengan kriteria responden adalah individu yang merupakan pengguna Telkomsel dengan minimal satu tahun dalam penggunaannya. Dalam penelitian ini menggunakan data primer yang diperoleh melalui kuesioner yang dibuat menggunakan Google Form dan didistribusikan kepada 200 responden. Hasil dari penelitain ini menunjukkan bahwa terdapat pengaruh positif dari Brand Image, Perceived Quality, dan Brand Image terhadap Customer Satisfaction serta terdapat pengaruh positif antara Customer Satisfaction terhadap Brand Loyalty.
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