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All Journal Among Makarti Jurnal Manajemen Dayasaing Benefit: Jurnal Manajemen dan Bisnis Riset Akuntansi dan Keuangan Indonesia Journal of Mechanical Engineering Science and Technology Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Bunda Edu-Midwifery Journal (BEMJ) Jurnal Ilmu Kedokteran dan Kesehatan Jurnal Ilmu Kebidanan (Journal of Midwivery Science) Husada Mahakam: Jurnal Kesehatan JURNAL LENTERA BISNIS Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Jurnal Ilmiah Edunomika (JIE) International Journal of Economics Development Research (IJEDR) Management Studies and Entrepreneurship Journal (MSEJ) Journal of Telenursing (JOTING) KESANS : International Journal of Health and Science Abdi Psikonomi Jurnal Ilmu Kebidanan (Journal of Midwivery Science) Borobudur Management Review Prosiding University Research Colloquium Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Cerdika: Jurnal Ilmiah Indonesia Innovative: Journal Of Social Science Research Sains Medisina Jurnal Diskursus Ilmiah Kesehatan IIJSE Jurnal Sains, Teknologi dan Kesehatan Aspiration of Health Journal
Wiyadi Wiyadi
Universitas Muhammadiyah Surakarta
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Journal : Among Makarti

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PENGARUH KEPUASAN KONSUMEN DAN PENGALAMAN MEREK TERHADAP LOYALITAS MEREK YANG DIMEDIASI OLEH KECINTAAN MEREK Wardani, Luluk Intan Kusuma; Wiyadi, Wiyadi
Among Makarti Vol 16, No 2 (2023): AMONG MAKARTI
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v16i2.456

Abstract

ABSTRACTThis research aims to examine how brand love, customer satisfaction, and brand experience influence brand loyalty. The survey targets visitors of Vien’s Solo restaurant, using convenience sampling technique whit a sample size of 150 respondents. Primary data wad collected from respondents’ feedback on a questionare that was directly sent to Vien’s restaurant customers. SmaartPLS 3.0 was utilized as the data analysus tool for this study. Based on the research findings, customer satisfaction does not have a significant effect on brand loyalty. However, cutomer satisfaction has a positive and significant impact on brand love, while brand experience has a positive and significant influence on both brand loyalty and brand love. Additionally, brand love has a positive and significant impact on brand loyalty. The stufy also concludes that brand love fully mediates the relationship between customer satisfaction and brand loyalty indirect. Furthemore, brand love partially mediates the relationship between brand experience and brand loyalty.ABSTRAKPenelitian ini bermaksud untuk menguji bagaimana kecintaan merek, kepuasan konsumen, dan pengalaman merek mempengaruhi loyalitas merek. Sasaran survei ini adalah pengunjung restoran Vien's Solo, dengan teknik convenience sampling dan jumlah sampel sebanyak 150 responden. Data primer yang digunakan dikumpulkan dari tanggapan responden terhadap kuesioner yang dikirim langsung ke pelanggan restoran Vien's. Penelitian ini memanfaatkan SmartPLS 3.0 sebagai alat analisis datanya. Berdasarkan temuan penelitian, kepuasan konsumen tidak berpengaruh signifikan terhadap loyalitas merek, kepuasan konsumen berpengaruh positif dan signifikan terhadap kecintaan merek, pengalaman merek berpengaruh positif dan signifikan terhadap loyalitas merek, pengalaman merek berpengaruh positif dan signifikan terhadap kecintaan merek, kecintaan merek berpengaruh positif dan signifikan terhadap loyalitas merek. Dalam penelitian ini juga dapat disimpulkan bahwa secara tidak langsung kecintaan merek mampu memediasi secara penuh hubungan antara kepuasan konsumen terhadap loyalitas merek. Selain itu, kecintaan merek juga mampu memediasi secara parsial hubungan antara pengalaman merek terhadap loyalitas merek.
Co-Authors Abd. Razak Dan, Abd. Razak Aflit Nuryulia Praswati Agus Suyatno Aji, Muhammad Sulistiyo Alamin, Rachmat Amiruddin Amiruddin Andika, I Gede Apui, Septi Susilawati ARDIANSYAH ARDIANSYAH Arsyawina Arsyawina Arya Yudha Pratama Badar, Badar Baharuddin, Muhammad Hizba Candra Afreza Chuzaimah Chuzaimah Dian Rahmawati, Sisca Dwi Budi Santoso Ecclisia Sulistyowati Edy Purwo Saputro Eny Retna Ambarwati Era, Dwi Prihatin Faridah Shahadan, Faridah Frana Andrianur Hairunnizam Wahid, Hairunnizam Hargiani, Fransisca Xaveria Hasbi Helisusanto, Rinda Handayani Hesti Prawita Widiastuti I Gede Andika Sukarya Ida Ayu Putu Sri Widnyani Idris Abas, Novel Ihwan Susila Imamah, Indah Nur Imanda Firmantyas Putri Pertiwi Imronudin Imronudin, Imronudin Kamajaya, Vian Kanti, Surti Kumala, Paramita Dewi M. Sholahuddin Maharani, Putri Septia Moechammad Nasir Mohd Ali Mohd Noor, Mohd Ali Mubarok, Muhammad Naufal Muhammad Nurul Kholifah Muhammad Sholahuddin Muzakar Isa Noer Sasongko Nugroho Santoso Nur Amalina Nur Amalina Parellangi, Parellangi Poerwadi, Yuniar Belly Presensia, Presensia Purwanti, Rita Puspitosari, Indriyana Putri, Annisa Dwi Astrini Rahma, Rezky Nurul Rasmun, Rasmun Ratanto Ratanto Riko Levita Arnas Rina Trisnawati Sanep Ahmad, Sanep Setiawan, Widia Setiawati, Dahlia Siti Raihanah Sulistyowati, Ecclisia Suryani, Heni Tarmudi, Achsan Tri Tri Ariani Vandhega, Bintang Ghivary Rama Wahyu Ario Pratomo Wahyu Ario Pratomo Wahyu Pramesti Wardani, Luluk Intan Kusuma Wardhani, Pramudya Wolo, Petrus Dala Yuni Rahmawati, Rara Yusuf Alam Romadhon