Pengaruh brand experience terhadap customers' brand loyalty dan dampaknya terhadap brand equity

Jonathan, Jefta Julian and Octavia, Cindy and Halik, Brittney Elissa Dwilestari (2019) Pengaruh brand experience terhadap customers' brand loyalty dan dampaknya terhadap brand equity. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menginvestigasi pengaruh dimensi brand experience yaitu, sensory experience, affective experience, behavioral experience, dan intellectual experience terhadap dimensi customers’ brand loyalty dan dampaknya terhadap brand equity dalam restoran Sushi Tei yang berlokasi di Supermal Karawaci. Penelitian ini menggunakan pendekatan kuantitatif. Data diperoleh dari kuesioner dengan sampel sebanyak 260 orang yang bersantap di restoran Sushi Tei minimal satu kali dalam tiga bulan terakhir. Pemilihan responden menggunakan desain sampel non probabilitas bersifat convenience sampling. Metode analisis yang digunakan adalah Partial Least Squares-Structural Equation Modelling (PLS-SEM) dengan program SmartPLS 3.2.8. Hasil dari penelitian ini menunjukan bahwa sensory experience berpengaruh positif terhadap willingness to pay more dan word of mouth; affective experience berpengaruh positif terhadap willingness to pay more, word of mouth, dan repurchase intention; behavioral experience berpengaruh positif terhadap willingness to pay more dan word of mouth; dan intellectual experience berpengaruh positif terhadap willingness to pay more, word of mouth, dan repurchase intention; willingness to pay more berpengaruh positif terhadap brand equity; word of mouth berpengaruh positif terhadap brand equity; repurchase intention berpengaruh positif terhadap brand equity. Implikasi managerial dari penelitian ini yaitu restoran Sushi Tei perlu meningkatkan Sensory Experience, Affective Experience, Behavioral Experience, dan Intellectual Experience agar konsumen lebih tertarik untuk bersantap kembali, serta merekomendasikan restoran Sushi Tei terhadap orang terdekat, juga rela untuk membayar atas menu yang disajikan.

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