Analisis Brand Experience Dan Brand Personality Terhadap Customer Loyalty Produk Indihome PT. Telkom Witel Bandung
DOI:
https://doi.org/10.29408/jpek.v7i2.15091Keywords:
Brand, Customer, Experience, Indihome, Loyalty, PersonalityAbstract
The intention of the study was to understand the relationships between (X1:brand experience) and (Y:customer loyalty), (X2:brand personality) and (Y:customer loyalty), X1 and X2 to customer loyalty. Purposive sampling was used in addition to a sample size of around 100 responses from customers of the Indihome Wireless in Bandung, which is known as a quantitative method using a Likert scale. The information used in this study is preliminary data obtained from online questionnaires completed by respondents, as well as evaluations of validity, reliability, and hypotheses. The results of this analysis show that each individual variable and each additional variable may have a positive or significant impact on customer loyalty. In order to be able to infer that X1 (Brand Experience) and X2 (Brand Personality) are both significant, the uji T individual variable states that the sig 0,05 and Uji F state that the nilai F hitung > F tabel is 4,83.References
DR. H. K Prihartono AH., S. M. (2012). Dasar-dasar Bisnis. Yogyakarta: Penerbit ANDI.
Dr. Riduwan, M. (2006). Belajar Mudah Penelitian untuk Guru-Karyawan dan Peneliti Pemula. Bandung: Alfabeta.
Erlangga, M., & Sunarti, S. (2017). Pengaruh Kepribadian Merek dan Celebrity Endorser terhadap Kesadaran Merek serta Dampaknya pada Keputusan Pembelian (Studi Pada Konsumen Malang Strudel di Kota Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 49(1), 136499.
Alifah, R., Triwardhani, D., Ekonomi dan Bisnis Universitas Pembangunan Nasional, F., & Jl Rs Fatmawati No, J. (2020). Keputusan Menabung Nasabah BCA Syariah Cabang Jakarta Barat. PROSIDING BIEMA Business Management, Economic, and Accounting National Seminar, 1(1), 1298–1309.
annisa nur aida. (2018). Objek dan Metode Penelitian. Journal of Chemical Information and Modeling, 53(147), 1689–1699.
Fithrotudiniyah, Andriani, S., & Reno Kemala Sari, P. (2019). Pengaruh Brand Experience Dan Brand Personality Terhadap Customer Loyalty. Jurnal Manajemen Dan Bisnis, 2(2), 29–35. https://doi.org/10.37673/jmb.v2i2.518
Hartini, S., Sherly, G., Wijaya, V., Felix, F., Psikologi, F., & Indonesia, U. P. (2022). HUBUNGAN EMOTIONAL LABOR DENGAN BURNOUT PADA FRONTLINER BANK SWASTA DI KOTA MEDAN. 5.
Jumawar, E., & Nurmartian, E. (2022). PENGARUH CUSTOMER EXPERIENCE DAN CUSTOMER VALUE TERHADAP CUSTOMER LOYALTY INDIHOME (Pada Pelanggan Indihome Area Gegerkalong). Journal Competency of Business, 5(02), 102–111. https://doi.org/10.47200/jcob.v5i02.1094
Los, U. M. D. E. C. D. E. (n.d.). PENGARUH BRAND EXPERIENCE TERHADAP LOYALITAS YANG DIMEDIASI OLEH KEPUASAN PELANGGAN PADA PENGGUNA LAYANAN JASA GO FOOD DIDALAM APLIKASI GO-JEK.
Mei, A., Rahayu, N. K., & Ritonga, R. (2021). Pengaruh Brand Reputation dan Brand Experience terhadap Trust in a Brand serta Pengaruhnya pada Loyalitas Pelanggan. Warta ISKI, 4(1), 44–50. https://doi.org/10.25008/wartaiski.v4i1.81
Mulyadi, H. (2008). PENGARUH BRAND PERSONALITY TERHADAP LOYALITAS PELANGGAN SAMPO SUNSILK (Survei pada Mahasiswi FPIPS UPI Bandung Angkatan 2004-2006). Strategic : Jurnal Pendidikan Manajemen Bisnis, 8(1), 20. https://doi.org/10.17509/strategic.v8i1.997
Pratiwi, I. (2019). PENGARUH KUALITAS E-SERVICE TERHADAP LOYALITAS PELANGGAN ( Studi pada Pengguna Traveloka di Purworejo ). 1–16.
Semuel, H., & Putra, R. S. (2018). Brand Experience, Brand Commitment, Dan Brand Loyalty Pengguna Apple Iphone Di Surabaya. Jurnal Manajemen Pemasaran, 12(2), 69–76. https://doi.org/10.9744/pemasaran.12.2.69-76
Shafrudin, F., Sidik, F., & Prihartono, P. (2022). Strategi Branding Dan Bauran Pemasaran Terhadap Minat Beli Ulang Di Gudang Warior Bandung. Management Studies and …, 3(August), 2645–2656. https://yrpipku.com/journal/index.php/msej/article/view/926%0Ahttps://yrpipku.com/journal/index.php/msej/article/download/926/675
Wardhana, E. (2019). Pengaruh Nilai Utilitarian,Nilai Hedonis, Pengalaman Pelanggan, Kepercayaan Merek Terhadap Loyalitas Pelanggan Sonny Vaio. Jurnal Ekonomi Dan Industri, 20(2). https://doi.org/10.35137/jei.v20i2.312
