Wijaya, Jason (2023) PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOYALTY, BRAND ATTITUDE, BRAND ATTACHMENT DAN BRAND SATISFACTION PADA STARBUCKS INDONESIA. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Brand Experience terhadap Brand Loyalty, Brand Attitude, Brand Attachment dan Brand Satisfaction pada Starbucks Indonesia. Penelitian ini menggunakan pendeketan kuantitatif dimana metode pengumpulan datanya menggunakan kuesioner online yang disusun menggunakan Google Form dan dibagikan melalui media sosial. Teknik penentuan sampel pada penelitian ini menggunakan non- probability sampling dengan jumlah 301 responden. Penelitian ini dilakukan di negara di Indonesia dan mengambil responden dengan rentang usia 15-48 tahun keatas. Data di proses dengan menggunakan perangkat SmartPLS 4. Hasil dari pengujian hipotesis menunjukan bahwa Brand Experience dan dimensi nya Sensory, Affective, Behavioral, dan Intellectual berpengaruh secara positif terhadap Brand Satisfaction, terdapat pengaruh positif pada Brand Satisfaction terhadap Brand Attachment, Brand Attitude dan Brand Loyalty, terdapat pengaruh positif pada Brand Attitude terhadap Brand Attachment dan Brand Loyalty, terdapat pengaruh positif Brand Attachment terhadap Brand Loyalty.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Brand Experience, Brand Loyalty, Brand Attitude, Brand Attachment, Brand Satisfaction | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Jason Wijaya | ||||||||
Date Deposited: | 27 Jun 2023 00:38 | ||||||||
Last Modified: | 28 Aug 2023 12:16 | ||||||||
URI: | http://repository.uph.edu/id/eprint/56209 |
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