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All Journal Jurnal Manajemen Bisnis Krisnadwipayana
Stephanus Ario Wibowo
Prodi Manajemen Fakultas Ekonomi Universitas Krisnadwipayana
Economics, Econometrics & Finance Social Sciences

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PENGARUH KESADARAN MEREK DAN PENGALAMAN MEREK TERHADAP KEPUASAN PELANGGAN (Studi Pada Kegiatan Brand Activation Merek Marina) Imam Wibowo, M.Si; Arief Syah Safrianto,MM.; Stephanus Ario Wibowo
Jurnal Manajemen Bisnis Krisnadwipayana Vol 6, No 3 (2018): JURNAL MANAJEMEN BISNIS KRISNADWIPAYANA
Publisher : Program Studi Magister Manajemen Universitas Krisnadwipayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35137/jmbk.v6i3.223

Abstract

This study is about The Effect of Kesadaran merek and Brand Experience on Kepuasan pelanggan of Marina brand activation. This study aims to determine the simultaneous and partial effect between kesadaran merek and brand experience on consumer satisfaction of Marina brand activation in Bandung. In this study the sample took 50 respondents using saturation sampling technique, where all of the population became sample. The data that has been obtained tested using multiple linear regression analysis techniques. The results that shown from this study are kesadaran merek and brand experience simultaneous and partial gave positive and significant effect on kepuasan pelanggan, where brand experience has a more dominant effect to kepuasan pelanggan. Thus, it can be concluded that kesadaran merek and brand experience influence kepuasan pelanggan of Marina brand activation participants in Bandung.
Co-Authors Arief Syah Safrianto Imam Wibowo