Pengaruh Brand Experience dan Brand Trust melalui Brand Satisfaction terhadap Brand Loyalty Mobil Mewah di Surabaya

vii Universitas Widya Kartika

ABSTRAK

Thomas Tandoyo : Skripsi

Pengaruh Brand Experience dan Brand Trust melalui Brand Satisfaction terhadap Brand Loyalty Mobil Mewah di Surabaya

Penelitian ini bertujuan untuk mencari tahu apakah Brand Experience berpengaruh terhadap Brand Satisfaction secara signifikan? Apakah Brand Trust berpengaruh terhadap Brand Satisfaction secara signifikan? Apakah Brand Satisfaction berpengaruh terhadap Brand Loyalty secara signifikan? Penelitian ini dilatarbelakangi oleh harga mobil mewah yang semakin mahal tapi masih ada konsumen membelinya karena loyalitas. Metode pengumpulan data yang digunakan adalah memberikan kuisioner kepada 100 responden yang memiliki mobil dengan harga diatas 400juta dan berumur 17tahun ke atas dengan teknik random sampling. Metode analisis data yang digunakan dalam penelitian ini adalah SEM (Structural Equation Modeling) dengan menggunakan perangkat lunak IBM SPSS Statistic dan IBM SPSS AMOS. Hasil yang didapat dari penelitian ini adalah Brand Experience mempengaruhi brand satisfaction signifikan, Brand Trust mempengaruhi Brand Satisfaction secara signifikan, Brand Satisfaction mempengaruhi Brand Loyalty secara signifikan.

Kata Kunci : Brand Experience, Brand Trust, Brand Satisfaction, Brand Loyalty

viii Universitas Widya Kartika ABSTRACT

Thomas Tandoyo : Thesis

The impact of Brand Experience and Brand Trust by Brand Satisfaction to Brand Loyalty toward luxurious car in Surabaya

This research has goals to finding out is Brand Experience has impact toward Brand Satisfaction significantly? Is Brand Trust has impact toward Brand Satisfaction significantly? is Brand Satisfaction has impact toward Brand Loyalty significantly? This research backgrounded by the price of luxurious car getting more ridicolous but there is some consumer bought it because loyality. The Method of data collection is using give a questionnaire to 100 respondents who own car with price above 400 Million Rupiah and above 17 years old by random sampling technique. The method data analyzer is using SEM (Structural Equation Modeling) and analyze by IBM SPSS Statistic and IBM SPSS AMOS software. The result from this research are brand experience affect toward brand satisfaction, brand trust affect toward brand satisfaction, Brand Satisfaction affect Brand Loyalty significantly.

Keyword : Brand Experience, Brand Trust, Brand Satisfaction, Brand Loyalty