BUILDING BRAND LOYALTY THROUGH E-BRAND EXPERIENCE AND PERCEIVED VALUE

  • Ratih Anggoro Wilis Universitas Siber Asia, Jakarta
  • Pustika Ayuning Puri Universitas Siber Asia, Jakarta
  • Siti Nurhasanah Universitas Siber Asia, Jakarta
  • Muhammad David Universitas Siber Asia, Jakarta

Abstract

Tujuan Riset ini yakni untuk mengkaji pengaruh E-Brand Experience dan Perceived Value terhadap Brand Loyalty pelanggan Bitterweet by Najla. Peneliti melakukan pendekatan kuantitatif dengan metode survei dan metode Regresi Linier Berganda. Data penelitian dikumpulkan melalui kuesioner yang disebarkan secara online. Variabel diukur melalui angket yang memakai skoring model Liker. Sampel ditentukan melalui metode Non Probability Sampling uakni teknik sampel jenuh (Sensus) yang jumlah respondennya ada 75 orang. Hasil riset menunjukkan bahwa tidak terdapat pengaruh E-Brand Experience terhadap Brand Loyalty, sementara itu terdapat pengaruh yang signifikan Perceived Value terhadap Brand Loyalty.

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https://www.instagram.com/bittersweet_by_najla/?hl=id
https://www.kompas.com/food/read/2021/02/08/190700075/kisah-sukses-bittersweet-by-najla-bisnis-rumahan-jadi-punya-banyak-reseller?page=all
Published
2021-09-25
How to Cite
Wilis, R., Puri, P. A., Nurhasanah, S., & David, M. (2021). BUILDING BRAND LOYALTY THROUGH E-BRAND EXPERIENCE AND PERCEIVED VALUE. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(3), 773-790. https://doi.org/10.31955/mea.vol5.iss3.pp773-790