Peran customer experience dalam meningkatkan brand loyalty melalui brand engagement pada produk adidas ( studi kasus outlet adidas kota semarang )

Dewi, Made Ayu Destika (2024) Peran customer experience dalam meningkatkan brand loyalty melalui brand engagement pada produk adidas ( studi kasus outlet adidas kota semarang ). Thesis thesis, STIE BANK BPD JATENG.

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Abstract

The purpose of this study was to determine the effect of customer experience on brand loyalty of Adidas shoe consumers through brand engagement. This study is a quantitative study. The population of the study was consumers of Adidas outlet Semarang. The sample of this study was 106 people. The sampling technique used was accidental sampling. The data collection technique was by questionnaire. The analysis tool used was structural equation modeling partial least square. The results of this study indicate that customer experience has a positive and significant effect on brand engagement and brand loyalty, and brand engagement has a positive and significant effect on brand loyalty. In addition, brand engagement mediates the effect of customer experience on brand loyalty.

Item Type:	Thesis (Thesis)
Uncontrolled Keywords:	customer experience, brand loyalty, brand engagement
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HJ Public Finance
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Heri Ismanto
Date Deposited:	13 Sep 2024 06:09
Last Modified:	13 Sep 2024 06:09
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2323

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