Email this article Brand awareness dan brand experience terhadap brand satisfaction, brand trust dan brand loyalty
Abstract
Penelitian ini bertujuan untuk menganalisa Pengaruh Brand Awareness dan Brand Experience terhadap Brand Satisfaction, Brand Trust dan Brand Loyalty pada Pengguna Sepeda Motor Honda di Kota Samarinda. Penelitian ini menggunakan pendapatan kuantitatif dengan menggunakan path analysis yang diolah dengan software IBM SPSS Statistic 23 dan Structural Equation Modeling (SEM) dengan software IBM AMOS 5. Penelitian ini menggunakan sampel sebanyak 132 orang. Skala pengukuran menggunakan Skala Likert dengan skor 1-5. Dalam penelitian ini juga dilakukan uji validitas dan uji reliabilitas, selanjutnya dilakukan uji estimasi dan uji structural model fit. Berdasarkan model structural dapat dibuktikan bahwa Brand Awareness berpengaruh negatif signifikan terhadap Brand Satisfaction; Brand Awareness berpengaruh positf tidak signifikan terhadap Brand Trust; Brand Awareness berpengaruh positif signifikan terhadap Brand Loyalty; Brand Experience berpengaruh positif signifikan terhadap Brand Satisfaction; Brand Experience berpengaruh positif tidak signifikan terhadap Brand Trust; Brand Experience berpengaruh negatif tidak signifikan terhadap Brand Loyalty; Brand Satisfaction berpengaruh positif signifikan terhadap Brand Trust; Brand Satisfaction berpengaruh positif signifikan terhadap Brand Loyalty; Brand Trust berpengaruh positif signifikan terhadap Brand Loyalty.
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