Email this article Dampak pengalaman pelanggan dan cinta merek pada loyalitas pelanggan dan keputusan pembelian
Abstract
Tujuan dari penelitian ini adalah untuk mengkaji dampak customer experience dan brand love terhadap keputusan pembelian dengan loyalitas pelanggan sebagai variabel intervensi di Starbucks Samarinda. Metode pengambilan sampel menggunakan metode purposive sampling dengan kriteria setidaknya telah membeli minuman atau makanan di Starbucks sebanyak dua kali. Terdapat 100 data responden dan dianalisis menggunakan metode PLS (Partial Least Square) dengan software SmartPLS. Data dikumpulkan dengan menggunakan kuesioner online yang diberikan langsung kepada responden melalui Google Form. Penelitian menunjukkan bahwa ada hubungan positif dan signifikan dari Brand Love terhadap Loyalitas Pelanggan dan Pengalaman Pelanggan terhadap Keputusan Pembelian.
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References
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DOI: https://doi.org/10.30872/jimm.v8i3.11614
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