Pengaruh brand experience, perceived value, brand trust terhadap brand loyalty: brand love sebagai variabel mediasi pada konsumen Louis Vuitton di Iindonesia

Putra, Muhammad Kaya (2022) Pengaruh brand experience, perceived value, brand trust terhadap brand loyalty: brand love sebagai variabel mediasi pada konsumen Louis Vuitton di Iindonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

penjualan produk Louis Vuitton pada tahun 2018 yaitu sebanyak 1805 item, kemudian mengalami penurunan pada tahun 2019 menjadi 1506 item produk yang terjual, namun pada tahun 2020 Louis Vuitton mengalami penurunan yang cukup signifikan yaitu menjadi 1273 item produk. Penurunan penjualan Louis Vuitton tersebut selain disebabkan oleh pandemi Covid-19 yang terjadi, juga disebabkan oleh pengalaman pelanggan. Kurangnya pelayanan yang diberikan mengakibatkan pelanggan merasa kurang puas dan menimbulkan pengalaman seseorang yang tidak menyenangkan atau kecewa. Pengalaman itu akan membuat pelanggan untuk berpikir ulang dalam melakukan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh positif antara Brand experience terhadap brand loyalty customer Louis Vuitton di Indonesia, untuk mengetahui pengaruh positif antara Perceived value terhadap terhadap brand loyalty customer Louis Vuitton di Indonesia, untuk mengetahui pengaruh positif antara Brand trust terhadap brand loyalty customer Louis Vuitton di Indonesia, untuk mengetahui pengaruh positif antara Brand experience terhadap brand love customer Louis Vuitton di Indonesia, untuk mengetahui pengaruh positif antara Brand love terhadap brand loyalty customer Louis Vuitton di Indonesia. Pada penelitian ini maka jumlah sampelnya adalah 135 orang responden tetapi dari hasil penyebaran kuesioner terkumpul 138 responden untuk diolah. Teknik analisis menggunakan PLS. Berdasarkan pada hasil analisis, maka dapat ditarik kesimpulan sebagai berikut: Brand Experience, Brand trust, Brand Love berpengaruh positif terhadap Brand Loyalty customer, Brand Experience berpengaruh positif terhadap Brand Love, Brand love secara positif memediasi Brand Experience terhadap Brand Loyalty customer diterima. Implikasi manajerialnya adalah pihak LV harus meningkatkan Brand Love dan Brand experience nya karena kedua variabel ini yang terbukti berpengaruh paling kuat terhadap brand loyalty. brand loyalty / Louis Vuitton product sales in 2018 were 1805 items, then decreased in 2019 to 1506 product items sold, but in 2020 Louis Vuitton experienced a significant decline to 1273 product items. The decline in Louis Vuitton sales was not only caused by the Covid-19 pandemic, but also due to customer experience. The lack of service provided causes customers to feel unsatisfied and creates an unpleasant or disappointed experience for someone. The experience will make customers to think again in making a purchase. This study aims to determine the positive effect of Brand experience on Louis Vuitton customer brand loyalty in Indonesia, to determine the positive effect of Perceived value on Louis Vuitton customer brand loyalty in Indonesia, to determine the positive effect of Brand trust on Louis Vuitton customer brand loyalty in Indonesia. Indonesia, to determine the positive effect of Brand experience on Louis Vuitton's customer brand love in Indonesia, to determine the positive influence of Brand love on Louis Vuitton's customer brand loyalty in Indonesia. In this study, the number of samples was 135 respondents, but from the results of distributing questionnaires, 138 respondents were collected for processing. The analysis technique uses PLS. Based on the results of the analysis, it can be concluded as follows: Brand Experience, Brand trust, Brand Love have a positive effect on Brand Loyalty customers, Brand Experience has a positive effect on Brand Love, Brand love positively mediates Brand Experience on Brand Loyalty customers are accepted. The managerial implication is that LV must increase its Brand Love and Brand experience because these two variables have been shown to have the strongest effect on brand loyalty

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