Pengaruh Brand Experience dan Kesadaran Merek terhadap Loyalitas Merek pada Pengguna Produk Smartphone Samsung di Desa Pelang Kecamatan Kembangbahu Kabupaten Lamongan
DOI:
https://doi.org/10.36815/bisman.v7i1.3194Keywords:
Brand Experience, Brand Awareness, Brand LoyaltyAbstract
This research aims to determine the influence of Brand Experience and Brand Awareness on Brand Loyalty in users of Samsung brand smartphone products in Pelang village, Kembangbahu subdistrict, Lamongan Regency. Analysis of the data that has been collected for this research will be processed using quantitative methods. The population in this study were residents of Pelang village, Kembangbahu subdistrict, Lamongan district, users of Samsung brand smartphone products aged over 17 years. In this research, researchers used data collection techniques using a Non-Probability Sampling system with Purposive Sampling Technique (Sample with Certain Criteria). The sample used in this research was 106 respondents. The data was analyzed using SPSS version 25. The data analysis technique used multiple linear regression analysis, classical assumption test, t-test, f-test and coefficient of determination, previously the results of the questionnaire data were tested for validity and reliability. Based on the results of the analysis and discussion, it can be concluded from the two independent variables studied that Brand Experience and Brand Awareness have a partially significant influence on Brand Loyalty. This relationship produces the Multiple Linear Regression equation as follows: Y = 5.913 + 0.257X1 + 0.492X2 + e From calculations using Multiple Linear Regression and a significance level of 5% or 0.05, the calculated F value is 163.301 > from the F table of 3.08 and the significance is 0.000 < 0.05. This means that in this research the Brand Experience (X1) and Brand Awareness (X2) variables simultaneously and significantly influence the Brand Loyalty variable (Y).
References
Angga, B., Kuncoro, A., Fauzi, A., & Arifin, Z. (2017). Analisis Pengaruh Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek Dan Loyalitas Merek Terhadap Nilai Pelanggan (Survei Pada Pelanggan Produk Aqua 600ml Di Indomaret Jl.Raya Candi V Malang). In Jurnal Administrasi Bisnis (JAB), Vol. 51, Issue 1.
Azizah, N. A., Yunni, R. DJ., Diah, A. N. (2021). Pengaruh Brand Awarenes, Brand Image Dan Perceived Quality Terhadap Keputusan Menggunakan Jasa Delivery Cak ED Di Kota Lamongan. Jurnal Humaniora, Vol 5, No 2
Bahri, Syaiful. (2018). Metodologi Penelitian Bisnis. Yogyakarta: Penerbit Andi
Bryan, N. M., Keni., Edi, S. N., Purnama, D. (2023). Pengaruh Brand Competence, Brand Trust, Brand Experience, Dan E-Wom Terhadap Brand Loyalty Dompet Digital. Jurnal Muara Ilmu Ekonomi Dan Bisnis, Vol. 7, No. 1, Hlm 17-29.
Chandra, J. W., & Keni, K. (2021). Brand Experience Untuk Memprediksi Brand Attitude Pada Konsumen Sporting Brand, Vol. 23, Issue 1.
Darma, Budi. (2021). Statistika Penelitian Menggunakan Spss. Dki Jakarta: Guepedia
Dyah Wiastuti, R., & Sigar, G. (N.D.). (2021). Pengaruh Brand Experience Terhadap Brand Loyalty Pada Restoran. Jurnal Destinasi Pariwisata Vol. 9 No 2
Hidayat, A.N., Erni, M. (2019). Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Dan Loyalitas Merek Terhadap Ekuitas Merek Lazada. In e-Proceeding of Management. Vol 6, No 1. Hal 373-380
Kasiha, W.N.T., Bode, L., Michael, C. R. (2023). Pengaruh Brand Experience, Affective Commitment, Dan Brand Trust Terhadap Brand Loyality Pada Konsumen Café Ngopijo Di Manado. Jurnal EMBA. Vol.11 No.3, Hal. 644-655
Kristy, F., & Purnama Sari, W. (2021). Analisis Pemanfaatan Brand Expereince Terhadap Brand Loyalty Pada Brookland Coffee. Vol. 5, Issue 2.
Kusuma, Y. S. (2014). Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Satisfaction Dan Brand Trust Harley Davidson Di Surabaya. In Jurnal Manajemen Pemasaran Petra. Vol. 2, Issue 1.
Monika & Kurniawati, (2023). Pengaruh Brand Credibility Dan Brand Experience Terhadap Brand Loyalty Yang Dimediasi Oleh Attitude Towards Brand. In Scientific Journal Of Reflection: Economic, Accounting, Management And Business. Vol. 6, No. 1.
Nyoman, N., Artiniwati, J., Baiq, Rinuastuti, H., & Septiani, E. (2022). Pengaruh Brand Experience Terhadap Brand Trust Dalam Pembentukan Brand Loyalty Produk Scarlett Whitening. 2(2), 50–60.
Purnomo, Terrius. (2018). Pengaruh Kesadaran Merek Dan Citra Merek Terhadap Niat Beli Pada Konsumen Herbalife Di Surabaya. In AGORA. Vol 6, No 1 Hal 1-7
Sari, Syahriah. (2021). Analisis Brand Awareness Dan Pengaruhnya Terhadap Buying Decision Mobil Toyota Calya Makasar. In Journal Of Bussines Administration. Vol 1, No 1
Sarwono, Jonathan. 2006. Metode penelitihan kuantitatif dan kualitatif. Yogyakarta: Graha Ilmu
Sugiyono. 2011. Metode Penelitian Kuantitatif kualitatif dan R&D. Alfabeta
Yoebanto, K. N (2020). Pengaruh Brand Experience Melalui Customer Satisfaction Dan Brand Trust Terhadap Brand Loyalty Pada Merek Smartphone Samsung. In AGORA. Vol 8, No 2.
Yola, E., & Louis, U. (2021). Pengaruh Kesadaran Merek, Nilai Produk Dan Keunikan Merek Terhadap Loyalitas Merek Uniqlo Di Batam. Jurnal Manajerial dan Kewirausahaan, Volume III No. 2
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Bisman (Bisnis dan Manajemen): The Journal of Business and Management
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Pemberitahuan Hak Cipta
- Seluruh materi yang terdapat dalam situs ini dilindungi oleh undang-undang. Dilarang mengutip sebagian atau seluruh isi situs web ini untuk keperluan komersil tanpa persetujuan dewan penyunting jurnal ini.
- Apabila anda menemukan satu atau beberapa artikel yang terdapat dalam Bisman (Bisnis dan Manajemen): The Journal of Business and Management yang melanggar atau berpotensi melanggar hak cipta yang anda miliki, silahkan laporkan kepada kami, melalui email pada Priciple Contact.
- Semua Informasi yang terdapat di Bisman (Bisnis dan Manajemen): The Journal of Business and Management bersifat akademik. Bisman (Bisnis dan Manajemen): The Journal of Business and Management tidak bertanggung jawab terhadap kerugian yang terjadi karana penyalah gunaan informasi dari situs ini.
