Repository Universitas Pakuan

Detail Karya Ilmiah Dosen

Hermansyur, Bunga Aditi, Hafizah, Prasetyono Hendriarto

Judul : The Influence of Brand Image and Brand Experience on Customer Brand Loyalty

Abstrak :
This research aims to find the influence of brand image and brand experience on brand loyalty. This research population is all regular customers in Suans Bakery, Sampling techniques using nonprobability sampling with a total of 88 samples. The data is obtained by giving a statement in the form of a questionnaire directly to the respondent to obtain valid data. Based on the results of processing, it is known that brand image and brand experience have a positive and significant influence on brand loyalty either simultaneously or partially. Determination test results found the value of R square by 64.2% this means a variation of brand loyalty that can be explained by a variety of independent brand image and brand experience of 64.2%, while the rest (35.8%) explained by other factors or variables outside the model.

Tahun : 2021 Media Publikasi : Jurnal Nasional Terakreditasi B

Kategori : Jurnal No/Vol/Tahun : 2 / 11 / 2021

ISSN/ISBN : 2721-7787

PTN/S : Universitas Pakuan Program Studi : AKUNTANSI (D3)

Bibliography :
[1] Biedenbach dan Marcell, 2010. Hight Brand Loyality and Positive enduring are devoleped Through Brand Experience Over Time, An Emperical Research on Global Brands.
[2] Brakus, J.J., Schmitt, B.H., dan Zarantonello, L. 2010. Brand Experience. What is it? How Is it Measured? Does it Affect Loyality? Journal of Marketing, 73 (3), 52-68.
[3] Ercis, 2012. The effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intention. Procedia- Social and Behavioral Sciencis.
[4] Kotler, Amstrong dan Ketler 2016. Marketing Management 15¬th Edition. New Jersey: Prentice Hall.
[5] Lin et al, 2013. Barand Image as a second-order Factor, An Alternative Measurement Model, Journal of Marketing, Vol 50, p. 1-24.
[6] Morisson and Crane, 2011. Building the Service Brand by Creating and Managing and Emotional Brand Experience. Journal Brand Management. Vol. 14, No.5, pp. 410-421.
[7] Rangkuti, Bastian, 2014. The Power of Brands, Jakarta, PT Gramedia Pustaka Utama.
[8] Sahin et all, 2011. The effect Brand Experience, Trust and Satisfaction on building Brand Loyality, An Empirical Research on Global Brands.
[9] Setiadi, 2010. Consumers Trust in a Brand and The Link to Brand Loyalyty, Journal of Market Facused Management, Vol. 4, p. 341-370.

URL : https://enrichment.iocspublisher.org/index.php/enrichment/article/view/128

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Detail Karya Ilmiah Dosen

Hermansyur, Bunga Aditi, Hafizah, Prasetyono Hendriarto

Judul	:	The Influence of Brand Image and Brand Experience on Customer Brand Loyalty
Abstrak	:	This research aims to find the influence of brand image and brand experience on brand loyalty. This research population is all regular customers in Suans Bakery, Sampling techniques using nonprobability sampling with a total of 88 samples. The data is obtained by giving a statement in the form of a questionnaire directly to the respondent to obtain valid data. Based on the results of processing, it is known that brand image and brand experience have a positive and significant influence on brand loyalty either simultaneously or partially. Determination test results found the value of R square by 64.2% this means a variation of brand loyalty that can be explained by a variety of independent brand image and brand experience of 64.2%, while the rest (35.8%) explained by other factors or variables outside the model.
Tahun	:	2021	Media Publikasi	:	Jurnal Nasional Terakreditasi B
Kategori	:	Jurnal	No/Vol/Tahun	:	2 / 11 / 2021
ISSN/ISBN	:	2721-7787
PTN/S	:	Universitas Pakuan	Program Studi	:	AKUNTANSI (D3)
Bibliography	:	[1] Biedenbach dan Marcell, 2010. Hight Brand Loyality and Positive enduring are devoleped Through Brand Experience Over Time, An Emperical Research on Global Brands. [2] Brakus, J.J., Schmitt, B.H., dan Zarantonello, L. 2010. Brand Experience. What is it? How Is it Measured? Does it Affect Loyality? Journal of Marketing, 73 (3), 52-68. [3] Ercis, 2012. The effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intention. Procedia- Social and Behavioral Sciencis. [4] Kotler, Amstrong dan Ketler 2016. Marketing Management 15¬th Edition. New Jersey: Prentice Hall. [5] Lin et al, 2013. Barand Image as a second-order Factor, An Alternative Measurement Model, Journal of Marketing, Vol 50, p. 1-24. [6] Morisson and Crane, 2011. Building the Service Brand by Creating and Managing and Emotional Brand Experience. Journal Brand Management. Vol. 14, No.5, pp. 410-421. [7] Rangkuti, Bastian, 2014. The Power of Brands, Jakarta, PT Gramedia Pustaka Utama. [8] Sahin et all, 2011. The effect Brand Experience, Trust and Satisfaction on building Brand Loyality, An Empirical Research on Global Brands. [9] Setiadi, 2010. Consumers Trust in a Brand and The Link to Brand Loyalyty, Journal of Market Facused Management, Vol. 4, p. 341-370.
URL	:	https://enrichment.iocspublisher.org/index.php/enrichment/article/view/128