PENGARUH BRAND EXPERIENCE TERHADAP LOYALITAS KONSUMEN MOBIL MELALUI EKUITAS MEREK MOBIL NISSAN DI BANDAR LAMPUNG
| Main Author: | M. KAISAR NAZHIF UMRA , 1511011122 |
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| Format: | Bachelors NonPeerReviewed Book Report |
| Terbitan: |
FAKULTAS EKONOMI DAN BISNIS
, 2020
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| Subjects: | |
| Online Access: |
http://digilib.unila.ac.id/64063/1/ABSTRAK.pdf http://digilib.unila.ac.id/64063/3/SKRIPSI%20FULL.pdf http://digilib.unila.ac.id/64063/2/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf http://digilib.unila.ac.id/64063/ |
Daftar Isi:
- Persaingan pada industri otomotif diketahui dari banyaknya merek mobil serta varian untuk setiap jenisnya. Perusahaan akan memiliki daya saing bila pelanggan memperoleh kesan yang lebih baik terhadap produk dan jasanya dibandingkan produk dan jasa pesaing. Untuk itu dilakukan penelitian dengan tujuan untuk mengetahui pengaruh brand experience terhadap loyalitas melalui ekuitas merek Mobil Nissan di Bandar Lampung. Untuk itu Sampel penelitian sebanyak 100 pemilik mobil Nissan di Bandar Lampung. Alat analisis yang digunakan adalah regresi linear sederhana. Hasil penelitian diketahui bahwa brand experience berpengaruh terhadap loyalitas dapat diterima. Implikasi diterimanya hipotesis ini adalah pengalaman merek merupakan faktor yang harus diperhatikan oleh Nissan jika ingin mempertahankan loyalitas pelanggannya. Selain itu juga diketahui bahwa brand equity merupakan variabel moderasi antara brand experience dan brand loyalty dapat diterima. Artinya Nissan harus mengkombinasikan faktor pengalaman dan ekuitas merek agar loyalitas konsumennya meningkat. . Kata kunci : Brand experience, ekuitas merek dan loyalitas Competition in the automotive industry is known from the many car brands and variants for each type. Companies will have competitiveness if customers get a better impression of their products and services compared to competing products and services. For this reason, a study was conducted with the aim to determine the effect of brand experience on loyalty through Nissan Car brand equity in Bandar Lampung. For this study, there were 100 Nissan car owners in Bandar Lampung. The analytical tool used is simple linear regression. The results of the study note that brand experience has an effect on loyalty to be accepted. The implication of accepting this hypothesis is brand experience is a factor that must be considered by Nissan if it wants to maintain customer loyalty. It is also known that brand equity is a moderating variable between brand experience and brand loyalty. This means that Nissan must combine the factor of experience and brand equity so that customer loyalty has doubled. Keywords: Brand experience, brand equity and loyalty