Pengaruh Brand Experience terhadap Brand Loyalty melalui Brand Satisfaction dan Brand Trust Harley Davidson di Surabaya

Kusuma, Yohanes Surya

Jurnal Strategi Pemasaran
Vol 2, No 1 (2014): Jurnal Strategi Pemasaran

This study was conducted to determine the effect on the incidence of brand experience brand loyalty through brand satisfaction and brand trust towards the brand Harley Davidson. The activities of the Harley Davidson as a form of experience perceived by the consumer to the brand, has a distinct competitive advantage compared to its competitors. satisfaction and confidence in thebrand Harley Davidson also gave rise to the loyalty to the brand. Analysis techniques used in this research is descriptive qualitative research interview and observation method using MAXQDA.