PENGARUH PENGALAMAN MEREK TERHADAP KESETIAAN MEREK DIMEDIASIKAN OLEH KECINTAAN MEREK, KEPERCAYAAN MEREK, DAN KETERKAITAN MEREK

Wisanggeni Bagus Anggoro, Suliyanto Suliyanto, Rahab Rahab

Abstract


Penelitian ini bertujuan untuk meneliti pengaruh pengalaman merek terhadap kesetiaan merek yang di mediasikan oleh kecintaan terhadap merek, kepercayaan merek, dan keterkaitan merek.Dalam penelitian ini survey dilakukan terhadap 150 pengguna telepon pintar Samsung di purwokerto. Hipotesis yang diajukan dalam penelitian ini diuji menggunakan alat analisis structural equation modeing (SEM). Hasil menunjukan adanya pengaruh positif antara pengalaman merek yang dimediasikan oleh kecintaan merek dan kepercayaan merek, namun tidak pada keterkaitan merek sebagai variabel moderasi antara pengalaman merek dan kesetiiaan merek.


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