Email this article Percieved quality dan brand experience terhadap brand loyality melalui brand preference
Abstract
Tujuan dari penelitian ini adalah untuk menganalisis dan membuktikan pengaruh Perceived Quality terhadap Brand Preference pada pengguna sepatu x di Sidrap, pengaruh Brand Experience terhadap Brand Preference, pengaruh Perceived Quality terhadap Brand Loyalty pada pengguna sepatu x di Sidrap, pengaruh Brand Experience terhadap Brand Loyalty pada pengguna sepatu x di Sidrap. Dan penelitian ini menggunakan metode survei secara online maupun offline dengan sampel 125 yang tersebar di Kota Sidrap dengan teknik pengambilan sampel Accidental Sampling Methode. Responden hanya diwawancarai satu kali ketika bertemu (cross section). Data dari responden (Primary Data) kemudian ditabulasikan dan diuji menggunakan metode statistik. Data dikumpulkan dengan menggunakan alat bantu penelitian (kuisioner) yang telah diuji tingkat validitas dan reliabilitasnya. Dari hasil uji tersebut seluruh instrumen pertanyaan penelitian dinyatakan valid (nilai koefisien > 0.30) dan dinyatakan reliabel (nilai alpa > 0.60). Hasil penelitian setelah dilakukan uji statistik dengan alat bantu SEM-AMOS versi 5.0 menunjukan hasil sebagai berikut Perceived Quality berpengaruh positif signifikan terhadap Brand Preference, Brand Experience berpengaruh positif signifikan terhadap Brand Preference, Perceived Quality berpengaruh negatif tidak signifikan terhadap Brand Loyalty , Brand Experience berpengaruh positif tidak signifikan terhadap Brand Loyalty, Brand Preference berpengaruh positif tidak signifikan terhadap Brand Satisfaction.
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References
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DOI: https://doi.org/10.30872/jakt.v19i4.13114
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