Pengaruh Sensory Brand Experience Terhadap Brand Equity Dengan Mediating Affective Commitment Dan Customer Satisfaction Pada Mahasiswa Pengguna Iphone Di Telkom University

Faiz Fatchurrohman, Ratih Hendayani

Abstract

ABSTRAK Salah satu cara untuk dapat meningkatkan brand suatu perusahaan adalah dengan meningkatkan sensory brand experience. Sensory Brand Experience dapat melibatkan ikatan emosional konsumen, dimana konsumen yang menyenangi merek ditandai dengan gairah dan pengaruh positif, dan dapat dianggap sebagai komponen aktif kepuasan. Sasaran akhir dari dilakukannya Sensory Brand Experience, adalah berkembangnya brand equity, customer affective commitment, dan customer satisfaction.Variabel yang digunakan dalam penelitian ini adalah Sensory Brand Experience, brand equity, customer affective commitment, dan customer satisfaction. Penelitian ini menggunakan metode penelitian Kuantitatif dengan jenis penelitian analisis PLS. Hasil dari penelitian ini menunjukkan bahwa Sensory Brand Experience mempengaruhi Brand Equity, Sensory Brand Experience mempengaruhi Customer Affective Commitment, dan Sensory Brand Experience mempengaruhi Customer Satisfaction. Kata kunci : Sensory Brand Experience, Customer Affective Commitment, Customer Satisfaction, Brand Equity ABSTRACT One way to improve a company's brand is to increase its sensory brand experience. Sensory Brand Experience can involve consumers' emotional ties, where consumers who love a brand are characterized by passion and positive influence, and can be considered as active components of satisfaction. The final goal of doing Sensory Brand Experience, is the development of brand equity, customer affective commitment, and customer satisfaction. Variables used in this study are Sensory Brand Experience, brand equity, customer affective commitment,and customer satisfaction. This study uses a quantitative research method with PLS analysis research type. The results of this study indicate that Sensory Brand Experience influences Brand Equity, Sensory Brand Experience influences Customer Affective Commitment, and Sensory Brand Experience influences Customer Satisfaction. ISSN : 2355-9357 e-Proceeding of Management : Vol.7, No.2 Agustus 2020 | Page 2463 Key words : Sensory Brand Experience, Customer Affective Commitment, Customer Satisfaction, Brand Equity

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