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Submitted
4 February 2023
Accepted
26 February 2023
Published
26 February 2023
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Abstract

Penelitian memiliki tujuan untuk menggambarkan dan menganalisa hubungan beberapa variabel, diantaranya adalah variabel brand experience (pengalaman merek), variabel brand trust (kepercayaan merek), dan variabel brand satisfaction (kepuasan merek) terhadap variabel brand loyalty (loyalitas) pada pengguna smartphone xiaomi di Yogyakarta. Pengguna smartphone xiaomi di Daerah Istimewa Yogyakarta menjadi sampel penelitian. 366 responden menyumbangkan temuan penelitian. Peneliti mengunakan lima variabel untuk penelitian ini, yaitu variabel brand experience (pengalaman merek), variabel brand trust (kepercayaan merek), variabel brand satisfaction (kepuasan merek), dan variabel brand loyalty (loyalitas merek). Variabel tersebut menyusun dan membentuk lima hipotesis penelitian, lima hipotesis yang digunakan dalam penelitian yaitu: petama adalah brand experience (pengalaman merek) berpengaruh positif terhadap brand satisfaction (kepuasan merek), yang kedua adalah brand experience (pengalaman merek) berpengaruh positif terhadap brand trust (kepercayaan merek), yang ketiga adalah brand experience berpengaruh positif terhadap brand loyalty, yang keempat adalah brand satisfaction berpengaruh positif terhadap brand loyalty, dan yang kelima adalah brand trust berpengaruh positif terhadap brand loyalty.

Keywords

brand loyalty brand satisfaction brand experience brand trust

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Copyright (c) 2023 Dimas Ari Pamungkas, Asmai Ishak

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Ari Pamungkas, D., & Ishak, A. (2023). Pengaruh Brand Experience, Brand Satisfaction, dan Brand Trust terhadap Brand Loyalty pada Pengguna Smartphone Xiaomi di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(1), 117–128. Retrieved from https://journal.uii.ac.id/selma/article/view/27536
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