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All Journal Jurnal Ilmiah Mahasiswa FEB Jurnal Manajemen dan Kewirausahaan (JMDK)
Agata Rahmi Pertiwi
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Decision Sciences, Operations Research & Management Education

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Pengaruh Brand Experience Terhadap Brand Satisfaction, Brand Trust dan Brand Loyalty (Studi Pada Konsumen Make-Up Brand Impor di Surabaya) Pertiwi, Agata Rahmi; Djawahir, Achmad Helmy; Andarwati, Andarwati
Jurnal Manajemen dan Kewirausahaan Vol 5, No 2 (2017): December 2017
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v5i2.1355

Abstract

The purposes of this study is to describe and analyze the direct and indirect effect of brand experience on brand satisfaction, brand trust, and brand loyalty of consumers make-up brand cosmetics imports in Surabaya. This study uses questionnaires as the research instrument with 100 respondents as the sample. Sampling technique is convenience sampling. This study uses Partial Least Square (PLS)s to analyzed the data. The results shows that there is a significant direct effect on the brand experience on brand satisfaction, brand trust, and brand loyalty. The results also shows that there are significant indirect influence between brand experience on brand loyalty through brand trust and brand experience on brand trust through brand satisfaction. The other result shows that there is no significant relationship between brand satisfaction on brand loyalty and brand experience on brand loyalty through brand satisfaction. https://doi.org/10.26905/jmdk.v5i2.1355  
PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN UMKM (Studi pada CV. Kanthi Harum Surabaya) Agata Rahmi Pertiwi; Dimas Hendrawan
Jurnal Ilmiah Mahasiswa FEB Vol 2, No 1: Semester Ganjil 2013/2014
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (213.204 KB)

Abstract

This study aims to determine the effect of Relationship Marketing Variables (trust, commitment, and communication) on Loyalty at Small Business Customers (Study at CV Kanthi Harum Surabaya). This study uses an explanatory method which aims to knowing the causal relationship between the dependent and  independent variables through the parsial and simultaneous hypothesis testing. The sampling technique used was probability sampling with slovin’s formula and obtained 110 companies as the samples from 150 companies that already exist on the object’s database. Regression analysis showed that Relationship Marketing variables (trust, commitment, and communication) have a significant influence on customer loyalty. The simultaneous and partial hypothesis testing showed that the independent variables influence the dependent variable. The correlation coefficient shows that  the correlation between the dependent and independent variables are positive and strong. Keywords: Trust, Commitment, Communication, Relationship Marketing, Loyalty.
Co-Authors Achmad Helmy Djawahir Andarwati Andarwati Dimas Hendrawan