The influence of brand experience towards brand loyalty through brand personality and customer satisfaction of reebok running shoes in Surabaya

Raharjo, Vivian Eveline (2017) The influence of brand experience towards brand loyalty through brand personality and customer satisfaction of reebok running shoes in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand experience terhadap brand loyalty melalui brand personality dan customer satisfaction pada Reebok Running Shoes di Surabaya. Sampel yang digunakan adalah sebanyak 120 responden Reebok Running Shoes Surabaya dengan menggunakan skala likert 1-5. Data dikumpulkan dengan survei kuesioner dan selanjutnya diolah dengan teknik analisis Structural Equation Model dengan menggunkan program LISREL. Hasil menunjukkan bahwa seluruh variabel yaitu Brand Experience; Brand Personality; Customer Satisfaction; Brand Loyalty berpengaruh positif dan signifikan, maka dapat disimpulkan bahwa seluruh hipotesis diterima. Bagi peniliti selanjutnya yang ingin melakukan penelitian sejenis dapat mencari data yang lebih banyak dan komplit, serta dapat menambah variabel lain seperti Brand Trust. Reebok Running Shoes Surabaya harus menjaga Brand Experience agar menciptakan Brand Personality yang baik, sehingga Customer Satisfaction dan dengan sendirinya Brand Loyalty dapat muncul dibenak konsumen seperti ingin merekomendasikan Reebok Running Shoes Surabaya kepada orang lain.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Brand experience, brand personality, customer satisfaction, brand loyalty
Subjects: Business > Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Vivian Eveline Raharjo
Date Deposited: 31 Jul 2017 08:40
Last Modified: 31 Jul 2017 08:40
URI: http://repository.ukwms.ac.id/id/eprint/11907

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