Tugas Akhir

Pengaruh pengalaman merek terhadap loyalitas merek melalui kepercayaan merek konsumen di manahayu holistic farm and resort /Reynaldi Oktavirianto Nasrulloh 

Abstrak
The influence of brand experience on brand loyalty through brand trust in consumers at Manahayu Holisric Farm and Resort. In the midst of increasingly fierce competition in the hotel and resort industry it is important for brands like Manahayu Holistic Farm and Resort to understand the factors that influence their consumer loyalty. The results of this research can also provide valuable insight for practitioners and academics in the field of marketing and brand management regarding the importance of paying attention to brand experience brand trust and brand loyalty in the context of the hotel and resort industry. This research uses a quantitative method by collecting samples using a non-probability sampling technique the quota sampling method so that the hair formula is used to determine the number of respondents. The number of respondents obtained was 150 respondents. The analysis method used is path analysis using the SPSS Statistics application. The results obtained in this research. Brand experience has a significant effect on brand loyalty. Brand experience has a significant effect on brand trust. Brand trust has a significant effect on brand loyalty. Brand experience is the beginning of the growth of consumer trust in a brand so that consumers have loyalty to the brand they use and will make repeat purchases and promote it to others without incurring large costs. Brand trust is something that is very important to maintain and can provide better service in the future.

Informasi Detail

DDC

SKRIPSI DIGITAL

Prodi

Universitas Negeri Malang. Program Studi Manajemen Pemasaran, 2024.

Deskripsi Fisik

ix, 89 Lembar. : ilus.

Bahasa

Indonesia

No Reg

5134/RS/24

Edisi

Sekripsi (sarjana) Universitas Negeri Malang 2024

Subjek

1. PERILAKU KONSUMEN - KEPERCAYAAN MERK
2. MANAHAYU HOLISTIC FARM AND RESORT - PENGALAMAN MERK
3. CONSUMER BEHAVIOR - BRAND TRUST

Pembimbing

1. Handri Dian Wahyudi, S.pd, M.sc

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