Analisis pengaruh brand experiences, trust dan satisfaction terhadap brand loyalty amdk aqua di Surabaya

Gea, Hadirat Syukurman (2012) Analisis pengaruh brand experiences, trust dan satisfaction terhadap brand loyalty amdk aqua di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Surabaya merupakan kota terbesar kedua di Indonesia, perkembangan industri yang semakin pesat tidak terkecuali baik itu perusahaan jasa maupun perusahaan manufaktur. Hal ini yang menjadi landasan dilakukan penelitian ini untuk menguji pengaruh brand experiences, brand trust dan brand satisfaction terhadap brand loyalty. Penggunaan variabel-variabel tersebut dengan alasan hasil penelitian terdahulu, yaitu: Sahin et al, (2011) yang memiliki pengaruh langsung brand experiences, brand trust dan brand satisfaction terhadap brand loyalty. Tujuan dari penelitian ini untuk mengetahui dan menganalisis pengaruh brand experiences, brand trust dan brand satisfaction terhadap brand loyalty pada AMDK Aqua di Surabaya. Jenis penelitian ini merupakan penelitian kausal kuantitatif dengan menggunakan Regresi Linier Berganda dengan software SPSS 16.0. Sampel yang yang digunakan sebanyak 100 responden dengan teknik non probablity sampling dan metode sampel yang digunakan adalah purposive sampling. Hasil analisis menunjukkan bahwa brand experiences, brand trust dan brand satisfaction berpengaruh positif dan signifikan terhadap brand loyalty AMDK Aqua di Surabaya. Variabel yang paling berpengaruh terhadap brand loyalty yaitu brand trust hasil uji regresi berganda sebesar 0,381 serta uji signifikan 0,000 lebih kecil dari 0.05. Temuan Empiris tersebut menunjukkan bahwa untuk meningkatkan brand loyalty, perlu di perhatikan faktor brand experiences, brand trust dan brand satisfaction yang dapat meningkatkan loyalitas pelanggan terhadap brand AMDK Aqua di Surabaya. Implikasi teoritis dan saran-saran bagi penelitian mendatang juga diuraikan pada bagian akhir dalam penelitian ini / Surabaya as the second biggest city in Indonesia, has been rapidly development and there is no exception either for service or manufacturing companies. This foundation conducted a study to test the effect of brand experiences, brand trust and brand satisfaction on brand loyalty. The use these variables on the grounds of previous studies, namely: Sahin et al, (2011) who found a direct influences on the brand loyalty on the brand experiences, brand trust and brand satisfaction. The purpose of this study to determine and analyze the influence of brand experiences, brand trust and brand satisfaction on brand loyalty in AMDK Aqua in Surabaya. The type of this research is a quantitative causal research using Multiple Linear Regression through SPSS 16.0 program. The sample use 100 respondents with non probability sampling technique and the sampling method is purposive sampling. The analysis showed that brand experiences, brand trust and brand satisfaction has a significant positive effect on brand loyalty AMDK Aqua in Surabaya. Variables that most influence on brand loyalty that brand trust and the coefficient of brand trust is 0,381 and the significant test is 0,000 smaller than 0,05. The empirical finding suggest that in order to increase brand loyalty can enhance by increasing brand experiences, brand trust and brand satisfaction AMDK Aqua in Surabaya. Theoretical implication and suggestion for future research are also described at the end of the study

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