Pengaruh Costumer Experience Terhadap Brand Loyalty Pada Mie Gacoan Cabang Dr. Mansyur Medan

Mita Fasya (Program Studi Ilmu Administrasi Bisnis, FISIP USU)
Jennifer Tio (Program Studi Ilmu Administrasi Bisnis, FISIP USU)
William Dika Manihuruk (Program Studi Ilmu Administrasi Bisnis, FISIP USU)
Meichell Topan Panjaitan (Program Studi Ilmu Administrasi Bisnis, FISIP USU)
Rendy Gultom (Program Studi Ilmu Administrasi Bisnis, FISIP USU)
Onan Marakali Siregar (Program Studi Ilmu Administrasi Bisnis, FISIP USU)
Afrila Mulyati Siregar (Program Studi Ilmu Administrasi Bisnis, FISIP USU)

JEBD
Vol. 1 No. 4 (2024): April - Juni

This study aims to examine the influence of customer experience on brand loyalty at the Gacoan Noodle outlet, the Dr. Mansyur Medan branch. A marketing strategy that focuses on long-term relationships with long-term relationships with customers, as well as the importance of customer experience and brand loyalty, are the main concerns in this study. Loyalty are the main concerns in this study. The research method used the research method used is quantitative with simple linear regression analysis techniques. Data was collected through distributing questionnaires to 100 respondents who have transacted at transactions at the Mie Gacoan outlet, Dr. Mansyur Medan branch. Research results the results showed that all questionnaire items were valid and reliable. Simple linear regression results regression results show that customer experience has a positive and significant influence on brand loyalty. Thus, increasing customer experience canincrease Brand Loyalty at the Dr. Mansyur Medan Branch of Gacoan Noodle Shop.