PENGARUH EXPERIENTIAL MARKETING, EMOTIONAL BRANDING, BRAND TRUST TERHADAP BRAND LOYALTY PENGGUNA MOBIL TOYOTA KIJANG INNOVA DI SURABAYA
| Main Author: | SANTOSO, PENDI |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
http://eprints.perbanas.ac.id/607/1/ARTIKEL%20ILMIAH.pdf http://eprints.perbanas.ac.id/607/7/COVER.pdf http://eprints.perbanas.ac.id/607/3/BAB%20I.pdf http://eprints.perbanas.ac.id/607/6/BAB%20II.pdf http://eprints.perbanas.ac.id/607/2/BAB%20III.pdf http://eprints.perbanas.ac.id/607/5/BAB%20IV.pdf http://eprints.perbanas.ac.id/607/4/BAB%20V.pdf http://eprints.perbanas.ac.id/607/8/LAMPIRAN.pdf http://eprints.perbanas.ac.id/607/ |
Daftar Isi:
- This study examines the influence of experiential marketing, emotional branding, brand trust towards brand loyalty of Toyota Kijang Innova users in Surabaya. Experiential marketing variable explains about the consumers’ experiences on Toyota Kijang Innova, emotional branding describes about a touch of emotion towards a brand that makes differences. Brand trust explain about the trust on the brand of Toyota Kijang Innova users. Brand loyalty describes about the loyalty of the brand of Toyota Kijang Innova users. The data of this study is primer data using a judgment sampling. The respondents of this study are the users of Toyota Kijang Innova, measured with likert scale rated from 1-5 and is tested using SPSS program. This research finds that experiential marketing have no significant effect to brand loyalty, while emotional branding and brand trust has significant effect to brand loyalty for the user of Toyota Kijang Innova. Keywords :Experiential Marketing, Emotional Branding, Brand Trust, and Brand Loyalty