Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JURNAL DESTINASI PARIWISATA
Rachel Dyah Wiastuti
Hotel Management Department, Bina Nusantara University
Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Brand Experience Terhadap Brand Loyalty Pada Restoran Rachel Dyah Wiastuti; Gavin Sigar
JURNAL DESTINASI PARIWISATA Vol 9 No 2 (2021): VOL 9, NO 2 (2021): (JULY-DECEMBER) JURNAL DESTINASI PARIWISATA
Publisher : Program Studi Sarjana Pariwisata, Fakultas Pariwisata, Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JDEPAR.2021.v09.i02.p10

Abstract

The purpose of this study is to determine the influence of brand experience towards brand loyalty at Restaurant Pondok 18 Pontianak. This research used quantitative approach. Primary data was collected through direct field survey using questionnaire with 5-point Likert scale and close ended questions. Sample of this research was 100 dine- in customers of Restaurant Pondok 18 Seafood Pontianak: calculated with Slovin formula and collected by random sampling. Data was analyzed with descriptive statistic, correlation, and regression analysis. The result indicates that there was a significant influence between brand experience and brand loyalty with value of 42.3%. Brand experience and brand loyalty also have a strong positive correlation. Furthermore, sensory experience become the most determined brand experience dimension compared to affective, behavioral, and intellectual experience. Meanwhile, attitudinal loyalty shows bigger determinant than behavioral loyalty in term of brand loyalty. Thus, restaurants premises are strongly suggested to improve company logo to enhance customer interest, to ensure having a membership program, and to maintain food quality. Keyword: brand experience, brand loyalty, restaurant, sensory experience
Co-Authors Gavin Sigar