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All Journal Journal of Business Management Education (JBME)
Utama, Dian H
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Economics, Econometrics & Finance Education

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GAMBARAN BRAND COMMNICATION BRAND TRUST DAN BRAND LOYALTY PELANGGAN KOSMETIK SARIAYU DI INDONESIA Pratiwi, Fitri Asti; Utama, Dian H
Journal of Business Management Education (JBME) Vol 3, No 3 (2018)
Publisher : Business Education Program of Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (457.779 KB) | DOI: 10.17509/jbme.v3i3.14313

Abstract

Purpose - The purpose of this study is to see the description of brand communication, brand trust and brand loyaltyDesign/methodology/approachh - The design of this study was cross sectional method. This research uses descriptive approach with explanatory survey method. The nurses analysis unit is 107 people. Data collection using questionnaire. The analysis technique used is descriptive technique by using frequency distributionFindings - Based on the results of the research using descriptive analysis, the results obtained that brand communication in the quite high category, brand trust in the good category, and brand loyalty in the good category. Originality/value -  The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study.
DAMPAK FENOMENA EXPERIENTIAL MARKETING PADA LOYALITAS PELANGGAN OUTLET WAXHAUS PLAZA SEMANGGI Sunarto, Aruna Pharahita; Utama, Dian H
Journal of Business Management Education (JBME) Vol 2, No 1 (2017)
Publisher : Business Education Program of Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (395.314 KB) | DOI: 10.17509/jbme.v2i1.5974

Abstract

Tujuan– Seberapa besar gambaran experiential marketing dan loyaltitas pelanggan di Outlet Waxhaus Plaza Semanggi, serta besarnya pengaruh experiential marketing terhadap loyalitas pelanggan Outlet Waxhaus Plaza Semanggi.Desain/metodologi/pendekatan- Jenis penelitian yang digunakan adala deskriptif dan verifikatif, dengan jumlah sampel sebanyak 93 responden. Teknik analisa data yang digunakan adalah path analysis.Temuan– Dari penelitian terhadap pengujian hipotesis dapat diketahui bahwa di Outlet Waxhaus Plaza Semanggi experiential marketing berada pada kategori cukup tiggi dan loyaltais pelanggan berada pada kategori tinggi, serta 67,8 persen experiential marketing berpengaruh terhadap loyaltias pelanggan Outlet Waxhaus Plaza Semanggi.Orisinalitas– Perbedaan ditemukan dalam objek penelitian, periode penelitian, alat ukur dan hasil penelitian. Penulis juga menambahkan teori dari jurnal asing dan buku asing Kata Kunci : Experiential Marketing, Loyalitas PelangganTipe Artikel : Penelitian
Co-Authors Bambang Widjajanta, Bambang Girang Razati, Girang Pratiwi, Fitri Asti Puspo Dewi Dirgantari Sulastri Sulastri Sunarto, Aruna Pharahita