Pengaruh Brand Experience terhadap Satisfaction, Uncertainty, dan Brand Loyalty

Authors

  • Raihan Widyadhana Nursyamsi Zulhadji Universitas Trisakti , Indonesia
  • Rr Dyah Astarini Universitas Trisakti, Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i2.8900

Keywords:

Brand experience, Satisfaction, Uncertainty, Brand Loyalty

Abstract

Penelitian ini bermaksud untuk menguji bagaimana brand experience mempengaruhi satisfaction, brand loyalty, dan uncertainty. Sebanyak 207 responden dikumpulkan dengan menyebarkan kuesioner baik offline maupun online masing-masing kepada 60 dan 147 responden. Perangkat lunak Structural Equation Model (SEM) dan AMOS 23 digunakan sebagai teknik analisis data. Purposive sampling adalah pendekatan yang diterapkan. Temuan menunjukkan hubungan yang positif antara brand experience, satisfaction, dan brand loyalty serta hubungan positif antara uncertainty dan brand loyalty.

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Published

13-08-2023

How to Cite

Zulhadji, R. W. N. ., & Astarini, R. D. . (2023). Pengaruh Brand Experience terhadap Satisfaction, Uncertainty, dan Brand Loyalty. Jurnal Pendidikan Tambusai, 7(2), 15990–15997. https://doi.org/10.31004/jptam.v7i2.8900

Issue

Vol. 7 No. 2 (2023): Agustus 2023

Section

Articles of Research

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